A Research Paper On Domestic Periodical Advertising Management

After the advertising management of TV and newspaper media received wide concern, the advertising management of domestic periodical media shows strong and unpredictable developing potential. Up till now, there are over 9,000 periodicals in China. But generally speaking, this situation is somewhat awkward which can be described as"high quantity but low quality". The advertising management of domestic periodicals is on a low level either from the advertising revenue proportion of the periodicals'whole earning or from the periodical media advertising revenue of the advertising revenue in the media industry.A famous domestic periodical named Duzhe attracts our attention. The circulation of this famous periodical ranks top in the world, but why the advertising revenue can not match with the high circulation records and its high reputation? Why the advertising management of Reader's Digest is so far away from our Duzhe? Compare the two what can we find ?Root from this set-out point, this paper expatiate on the definition of periodical advertising, the general concept of periodical advertising management and the formula and principles that should be obeyed during the process of periodical advertising management on the base of analysis of the whole operation scale of periodical advertisement in the first part. In the second part, we analyze the problem which existed on the advertisement publication and the space left for improvement with comparison of 11 years advertisement data statistic and analysis of Duzhe and the advertisement publication of American Reader's Digest and some other domestic magazines in the same kind with Duzhe. And finally gives some opinion and suggestion to domestic periodicals based on the example of Duzhe.