Research On Advertisement Of Journalism

The spring up of new media has changed the existing media ecological environment, and the advertising market pattern which is led by traditional media and relatively stable has been regrouped. The high permeability of Internet has urged internet advertisement to shunt large amount of advertising share of traditional media.The competition for advertisement audience has come into a “tough fight” because of the complication of media environment, the intervention competition of foreign capital,and the gradual subdivision of audiences, and the market mechanism influences more on news-magazines. News-magazines in China have to change the traditional idea that they survive only on circulation revenue and realize the importance of advertising management to the survival and development of periodicals if they want to get sustainable development in the fierce media competition.This essay mainly takes literature research method. It analyzes the advertiser and audiences, advertising content and media dominance of news-magazines and makes micro-comparison between the advertising management in Chinese and foreign mainstream magazines based on the framework of 5W theory in communication. It has five parts, including the definition,basic features, historical development and present situation of advertising management of political news magazines. It also points out the present situation and problems of Chinese advertising management based on authentic, and provides some strategies on advertising management in Chinese political news magazines under the new media circumstance.