Layout Allocation And Local Government Imaging Advertising Of People's Daily During Shanghai World Expo

As the mainstream print media of China, the Party Paper should always be the optimum choice for those advertisers, especially for the government at all levels, when considering the government background, credibility, authority, and influence. At the time of media has to face to the market competence and operating aims at advertising revenue, the imaging advertising of the local government on the Party Paper would be a critical way for its running and developing. Now, we can still find many imaging advertising on versatile Party Papers, and some of them appear in indistinguishable way, even they are not allowed. The People's Daily, the most popular Party Paper in the whole country, has the highest impact in advertising. In order to have a clear understand of the government imaging advertising, this article takes the People's Daily as example, adopting the Paper published with some high-lighted events as object of study, explaining and then summarizing the reason of those blooming imaging advertising and the development trend inside, as well as analyzing the character itself. Based on these, we can find that the relationship between layout of the resource allocation of Party Paper and government imaging advertising, and then Party Paper should seek a balance between news and the way of benefiting in operating.