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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2015 China Overview 中国纸媒市场报告
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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