The Current Status Of The Journal Advertising And Countermeasures

Advertising and campaign carries great prosperity and development ofcommodity economy, but also led to the rise of the media with the rapid development of the advertising industry. A huge number of nearly thousands of journals and interesting, the vast majority of the periodical management also uses a combination of distribution and advertising models, but the one hand, the increasing segmentation of the category of journals, but also makes the most of the issue to rely mainly journals adapt their business model no longer competitive market, on the other hand with the further development of network technology and digital technology, mobile TV network,4G mobile phones, electronic magazines, mobile news and other new media are emerging, markets have gradually campaign to transfer here. Such a situation also makes periodical advertising revenue and total revenue plunged into the media business is not proportional to the embarrassing situation. How to change the existing business model of periodicals, journals better play the role of advertising, increase revenue, and enhance market competitiveness,isour top priority to be solved.In this paper, a combination of qualitative and quantitative methods to 2014 journal advertisement for the study, the use of cluster random sampling method, the effective sample of 117 kinds of journals, a total of 1863. Detailed statistics and analysis on the basis of the total respectively, from advertising, advertising accounted version rate, ad layouts, advertising information, brand advertising, advertising six. Combining content analysis, our results in 2014 showing a different nature journal advertising journals there are differences in the number of ads; low proportion of advertising space; ad format types, distribution diversification; advertising information covering a wide range of magazines focusing different; big brand advertising; advertising copywriter and creative distinctive characteristics. Our advertising journals from 2014 showing the characteristics and journals developments can be seen in our country periodical advertising business still exists in large quantities, less advertising revenue; impact of new media, the market share of the possession of the low; the uneven level of advertising, content production is not fine; moral failure, and many other issues recklessly false and inadequate. These issues are always restricted level of business development journals, making journals on the level of development has been at a disadvantage. To solve these problems and shortcomings restrict advertising journals, the author proposes Correspondingly Solutions direction and future development, namely journals clear positioning, promotion advertising planning and creative ability; combined with new media, brand awareness; perfect extension advertising agency system; strengthening the legal censorship advertising.