Primary Research On The Phenomena Of Advertisement Overrun In Newspaper's Economic Monograph

As an important part of newspaper, economic monograph took rapid development in the early period of 1990s. But afterwards that the growth course has not been regularized to standard. Gradually, it shows an obvious tendency of advertisement overrun in the course. The tendency weakens newspaper's characteristic—news nature. As readership of newspaper is falling off from then, economic monograph faces a query about if it should be in charge of the decrease. Economic monograph is one of these that are located in the between of news space and advertisement space. It has the same informational and readability with core space . Core space emphasizes that appeal reader with news, whereas economic monograph base on own accidental property much more accentuates attract advert. As the common saying in the profession "operate a newspaper favour with advertiser", this kind of idea makes economic monograph run in the opposite direction of informational. It pays more attention on service to advertising agent.This article selects real estate monograph as the sally port, with the rapid development of our state real estate and the enlargement of real estate market, all aspects of the society focus attention on the field. However real estate monograph is looked as an important branch of economic monograph, it has the core characters of economic monograph and behaves its own features. In the paper, the tendency was analyzed and comprehended in the view of the communication theory, and carry out discussing mainly about the spread effect of advert tendency. Moreover, the paper analyzed representations, reasons and influences of the phenomena. When real estate monograph establishes close relation with advertisement day after day, as the supplement and extension of the news space real estate monograph optimizes its advertisement function, and how to insist on informational is an important matter. The development of the tendency will bring what's influence. How to get the balance between news and advertisement, avoid the bad affection from the tendency. How to use the communication strategy theory to make real estate monograph obtain best optimized communication effect. These will be discussed in this article.