社会的多元化和经济的多元化,使媒体与广告代理公司的合作也呈多元化发展的趋势。媒体实行广告代理制已经很多年了,一些规模大的报纸经过数十年的发展与积累,已经拥有了一支非常庞大的广告代理公司的队伍,有的是上百家,有的是上千家。在上海报界中 Diversification of society and economic diversification, the media and advertising agencies also showed a diversified cooperation in the development trend. It has been many years for the media to carry out advertising agency system. After some decades of development and accumulation, some large-scale newspapers already have a very large team of advertising agency companies, some of them hundreds or even thousands. In the Shanghai press