从都市报看传媒的市场化运作

都市报从问世之初 ,在坚持报纸的政治性的同时 ,把报纸作为一种信息产业来办 ,以适应市场作为办报的出发点和归宿 ,实行产业化管理和市场化运作 ,赢得了可观的新闻市场和广告市场 ,实现了良好的社会效益和经济效益。在我国即将加入WTO ,国外传媒大量涌进之际 ,研究都市报的市场运作方法 ,可为加速实现其他传媒的产业化进程提供借鉴参考。

On Marketing Operation of Mass Media

The urban newspaper is politically oriented ever since its first publication, but it regards itself also as an information industry which should be market-oriented.Up to now, it has achieved sound social and economic results through industrialized management and marketing operation. The study on the method of its marketing operation can provide reference for other media to speed up the pace of industrialization .