媒介融合背景下传媒业广告营收的分布特征研究——以江苏省为例

Research on the Distribution of Advertising Revenue in Media Industry under the Background of Media Convergence:A Case Study of Jiangsu Province

本文使用2007—2015年江苏省传媒业的广告营业额数据,对传媒业广告营收的行业来源分布特征进行分析。研究发现:①纸质媒体的广告收入大幅下跌,主要行业来源是房地产、汽车、酒类、金融保险、服装服饰及珠宝;②广播电视媒体广告收入仍占据传媒业的60%以上,汽车、酒类、金融保险、化妆品、家用电器电子产品是其广告收入的主要行业来源;③网络媒体广告收入占比上涨,房地产、批发和零售服务、旅游、服装服务及珠宝、金融保险是其广告收入的主要行业来源。可见,在媒介融合背景下,纸质媒体与广播电视媒体的广告营收来源,如果不能与网络媒体形成差异化竞争,那么更多的广告源将被网络媒体所吞噬。

This paper uses the data of advertising turnover in Jiangsu media industry for the year of 2007—2015 to analyze the change of source distribution of advertising revenue in media industry. The study finds that:① Print media advertising revenue falls sharply, the main industry is the source of real estate,cars, liquor, finance and insurance, clothing and jewelry. ② Radio and television media advertising revenue still occupies 60% of the media industry, while cars,wine, cosmetics, household appliances, finance and insurance is the main electronic products industry sources of its advertising revenue.③ The Internet media advertising revenue has risen, real estate, wholesale and retail services,tourism, clothing and jewelry, financial and insurance services industry is the main source of its advertising revenue. Thus, under the background of media convergence, if the advertising turnover sources of print media, radio and TV media are not competitive with the Internet media, more advertising resources will turn to the Internet media.