“订阅,读者的法宝;广告,报纸的命根。”这句玩笑话其实反映了目前市场上的一种真实状况,就是几乎所有的报纸都要靠广告生存发展。但是近年来,却有越来越多的报纸不再单纯“为他人做嫁衣裳”,而是展开了大规模的自我宣传。形式之多样,范围之广泛,影响之深远,令人瞩目。既然报纸以广告为主要收入来源,一般是为广告主宣传其产品和服务,为什么又要花钱为自己做宣传呢? “Subscription, the magic of the reader; advertising, the lifeblood of the newspaper.” This joke actually reflects the real market conditions, that is, almost all newspapers rely on advertising for survival and development. However, in recent years, more and more newspapers are no longer simply “doing wedding clothes for others,” but launch large-scale self-propaganda. The variety of forms, the wide range and far-reaching impact are striking. Since newspapers mainly use advertising as their source of revenue, they generally advertise their products and services to advertisers. Why do they spend money on advertising themselves?