困惑与希望——我国期刊广告的现状及发展策略

The puzzlement and hope——the current situation and development tactics of periodical advertisement in our country

在竞争日趋激烈的期刊市场大战中,期刊发行利润相对而言已越来越微薄,期刊广告收入作为期刊社经济支柱的地位亦渐渐显现出来。可以预计,随着中国的入世,期刊广告市场有无限机遇,亦充满竞争。面对机遇与挑战,期刊社惟有锐意进取、大胆创新,才能够准确把握定位,使刊物顺应时代的潮流,才能够带动广告额攀升,使期刊社的经济利益得到保障,才能够在期刊林立的市场中冲破困扰,长盛不衰。

The issue profits of periodical is becoming fewer and fewer and the position of the advertising income of the periodical appeared gradually during the periodical market competition.With the arrival of entering WTO,the advertising market of periodical will have limitless opportunities.Of course,it also will be full of competitions at the same time.In face of the opportunities and challenges,only the office of the periodical hent on making progress,could it make publication go with the tide of historical development,could it drive the soaring of the advertisement,could it make the periodical last forever.