报纸广告是现代报业发展的主要经济支柱,报业的竞争往往直接表现为对广告资源的竞争。在我们展望21世纪的报业发展的时候,对21世纪报纸广告发展走向进行预测,提前对报纸广告可能出现的新情况、新问题进行研讨,十分必要。一、市场背景:广告进入激烈竟争期广告的发展离不开经济发展这个大背景,尤其 Newspapers advertisements are the main economic pillars in the development of modern newspapers. The competition in the newspaper industry often directly reflects the competition for advertising resources. As we look forward to the development of newspaper industry in the 21st century, it is necessary to make a forecast on the trend of newspaper advertising development in the 21st century and conduct discussions on new situations and issues that may appear in newspaper advertising ahead of time. First, the market background: Advertising into the fierce competitive period The development of advertising is inseparable from the economic development of this background, especially