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多元化经营已经成为媒介的发展趋势,但由于媒介的经营收入有高达70％的比例来自于广告收入,广告经营状况仍是判断媒介整体经营状况的一个最主要标准。因此,从媒介广告经营额的数据来切入,分析媒介的发展状况、原因及趋势,仍不失为一种有效的方法。虽然我国媒介尚未达到完全意义上的市场化运作,但广告经营额相当程度地反映出媒介自身的状况,以及广告主和消费者对于媒介的评价,反映出社会对于媒介发展的需求,从而有助于把握媒介发展的动态和趋势。
Diversification has become the development trend of the media. However, as the revenue of media reaches as high as 70% from advertising revenue, the status of advertising is still the most important criterion for judging the overall operation of the media. Therefore, it is still an effective way to cut through the data of media advertising sales volume and analyze the development status, reasons and trends of media. Although the media in our country has not yet reached the full extent of market-oriented operation, the advertising revenue reflects to a considerable extent the status of the media itself, as well as the evaluation of media by advertisers and consumers, which reflects the need of the community for media development and thus helps To grasp the dynamic and trend of media development.