金融期刊广告现状及发展策略研究——以《A财富》杂志为例

Situation and Development Strategy of Financial Journal Advertising— A Case Study of A Fortune

期刊是传统媒体,因此除了读者接触率以外,广告更是期刊主要的生存命脉。本文以内容分析法着重系统、客观及定量的研究方式,统计并分析了2014年1月至2014年12月《A财富》杂志共计389则平面广告,以了解目前《A财富》杂志中的广告产品类别、广告诉求方式、呈现方式等,并探讨各期别及产品类别中,广告诉求及呈现方式有无显著性差异,并依此为基础,以金融视角探讨杂志的未来发展方向。结果显示出,即便是金融类杂志也并未很好的和金融业相结合,文化金融任重道远。

Periodicals are the traditional media,of which advertising is the main lifeblood in addition to the reader contact rate. Based on content analysis on system,objective and quantity research methods,this paper makes a statistics and analysis of A Fortune from January to December 2014,with a total of 389 plane advertisements,in order to understand the current A Fortune advertisements in the product category,advertising appeal and presentation,as well as to explore any significant difference between the issues and between the product categories in advertising appeal and presentation. And on the basis of this,the future development direction of the journal is explored in the financial perspective. The results show that even a financial journal is not very well combined with the financial industry. Hence cultural finance has a long way to go.