2015 China Overview 中国纸媒市场报告

Chinese

2015 China Overview 中国纸媒市场报告提供的市场信息包括了2015中国报纸业和杂志业的整体表现,包括市场特征、纸媒覆盖率和报纸杂志广告支出等。此外,该报告还提供了纸媒消费者的基础特征和阅读行为习惯信息。

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Summary

  • 报纸媒体消费者接触率及广告费用都在逐年下滑。即使是读报人群,报纸的阅读时间也在减少,重度/中度阅读人群的比例近年也在骤减。
  • “数字时代”的来临,不仅体现在读者的变化(读者日渐老龄化),行业内外的压力(同业竞争、新媒体冲击)也使得报纸媒体面临极大的挑战,导致报纸媒体上的广告投放正面临大幅减少。
  • 同报纸类似,杂志媒体消费者接触及广告费用也在逐年下滑。期刊的同质化现象严重、新进杂志层出不穷、来自互联新媒体的冲击,使得杂志媒体的广告投放规模也在大幅下降。

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