摘要：進入21世紀以來，新媒體的發展日新月異。我們看到，各種基于IT技術內核開發的新媒體形式在我們的生活中隨處可見。起點中文網和亞馬遜電子書KINDLE的興起再一次驗證了我們閱讀習慣和信息接收模式的改變。另外，《中國新聞報》的倒閉和默克多出售道瓊斯指數似乎也驗證了這一情況。然而，不可否認的是，紙質媒體并不會因新媒體的出現而消失。我們能夠看到的是，紙質媒體仍然具有無可比擬的公信力和影響力。各類互聯網的研究報告已經證明了這一點。21世紀的新媒體核心價值觀當以分享為主題，但在新媒體信息分享過程中的信用缺失問題未得到解決之前，紙質媒體等傳統媒體仍將占據媒體的重要地位。當下，單靠媒體訂閱數量進行盈利的媒體運營行為已被證明不可行，因此，廣告成為了媒體生存的重要甚至唯一途徑。在新媒體日盛的21世紀，如何發展我們的紙質媒體廣告？本文從三方面來闡述這個問題：廣告的選擇、廣告的制作和廣告的服務方式。最后，本文以現有數據為基礎，大膽做出猜想，預測未來20年內紙質媒體廣告的發展方向。
關鍵詞：紙質媒體；廣告；預測；發展
DEVELOPMENT TREND OF PRINT MEDIA ADVERTISING
ABSTRACT: Into the 21st century, the rapid development of new media. We see all kinds of kernel development based on IT technology in new media forms in our lives everywhere. Chinese e-books from Amazon KINDLE networks and the rise once again confirm our reading habits and information receiving mode change. Moreover, "China News" over the closure and sale of Dow Jones index seems to have verified this. However, it is undeniable that the print media and the emergence of new media will not disappear. We can see that the print media still has unmatched credibility and influence. Various types of Internet research has proven this point.21st century new media to share the core values as the theme, but in new media in the process of information-sharing problem is not lack of credit until it is resolved, print media and other traditional media will continue to occupy the important position of the media. Present, the number of subscriptions alone media media operations for profitable behavior has been proved feasible, therefore, advertising has become an important media and even the only means of survival. In the 21st century the increasing preva lence of new media, how to develop our print media advertising? This article described three aspects to this problem: the choice of advertising, ad types and advertising approach to service. Finally, as to the basis of available data, made a bold conjecture, predict the next 20 years, the development direction of print media advertising.
Key words: print media; advertising; prediction; development
