2021年中国报纸产业发展报告

China's Newspaper Industry Report 2021

2011~2021年,报业市场规模持续收缩,广告经营额从2011年的488亿元跌到2021年的39.1亿元,跌幅巨大。但同时,报业积极拓展新的营收来源,除广告之外的其他营收在总营收中的占比越来越大。报纸作为一种媒介产品,它的广告价值正在逐渐变小。寻找其他的替代营收来源、探索报业转型新举措、总结融合创新经验成为未来很长一段时间内报业的奋斗方向。

From 2011 when the newspaper industry reached its peak to now,the newspaper industry has gone through a fll 10-year decline.Advertising revenue dropped from 48.8 billion yuan in 2011 to 3.91 billion yuan in 2021.But at the same time,the newspaper industry is actively expanding new sources of revenue,and revenue other than advertising accounts for an increasing proportion of the total revenue.As a media product,the advertising value of newspaper is gradually returning to zero.Looking for other alternative sources of revenue,exploring new measures for newspaper industry transformation and summarizing the experience of integration and innovation have become the struggle direction of the newspaper industry in 2021,as well as in the past and for a long time in the future.