摘要
伴随着数字化传播时代的到来,传统媒体面临着严峻的挑战和冲击,网络和手机等新媒体正在不断分流和吞食着传统媒体的读者市场和广告份额。窄众化传播的专业期刊也难以逃脱这种趋势的冲击。专业期刊如何打破这种不利局面,探索新的经营模式和营销模式以便在新的市场条件下生存发展?《中国广告》是作为国内第一本广告专业杂志,是典型的专业期刊,通过研究其经营特征、发行方式以及广告经营等,期望能多角度探究专业期刊的发展路径。
Because of digital communication, the traditional media is facing serious challenges. Digital media extend the market share and audiences. And professional journals also can＇ t escape the impact of the trend. How do professional journals break this bad situation？How do professional journals explore new management mode and marketing mode？China Advertising as the first domestic advertising professional magazine,is a typical professional journal.Through studying China Advertising,the author looks forword to explore the development of professional journals in the digital times.
出处
《中国广告》
2015年第5期139-142,共4页
China Advertising
关键词
中国广告
专业期刊
数字化
发展路径
China Advertising
professional journal
digitization
Ways of Developing
