媒体经营是近年来的热点话题,随着社会主义市场经济的进一步深化,媒体的经营属性越来越突出。媒体不仅要把握宣传导向,注意媒体的社会功能,而且还需要做好经营,保证媒体的经营收益。就电视媒体目前的情况来看,广告收入是电视台收入的主要来源,通常要占电视台收入的80%以上。因此有人说,目前的媒体经营实质上就是广告经营。但是,广告经 Media management is a hot topic in recent years. With the further deepening of the socialist market economy, the operating attributes of the media have become increasingly prominent. The media should not only grasp the propaganda orientation, pay attention to the social function of the media, but also need to do business well and ensure the media’s operating profit. As far as the current situation in the television media is concerned, advertising revenue is the main source of television revenue and usually accounts for more than 80% of television revenue. So some people say that the current media business is essentially advertising. However, advertising by