略论报业网络广告的现状与前景

我国报业网络广告目前尚处于初级阶段 ,但作为一种新兴的广告类型 ,正以传统印刷媒体无法比拟的优势而突显 ,其广阔的发展前景不可估量。报业网络广告的发布形式、表现形式、表现内容、经营方式以及经营环境将会在未来得到更大的发展与改善。为此 ,媒体网站必须充分利用媒体强大的品牌效应 ,利用印刷、网络复合媒体开展广告活动 ,加强网站建设 ,尽快使新闻媒体网站向综合性门户网站迈进 ,以期在未来的竞争中立于不败之地

Network Advertisement of Newspaper Industry in China:Status and Prospect

The network edition advertising of the newspaper industry in China is still at the primarily stage. As a kind of brand-new advertising, it is characteristic of the incomparable advantage which the traditional printing medium lack, and it's wide prospect is immeasurable. No matter its publishing form, exhibition form, exhibition content or its management mode and management environment must be promoted greatly in the future. Hence, the website of those medium should take the advantage of the their powerful brand effect, and use the compound of the printing and network medium to explore their advertising business, strengthen the establishment of the web site, change the news medium web sites to the synthetic portal ones, in order to dominate in the future competition.