美国的报刊是按商品市场模式进行运作的,因此,美国报刊业非常重视自身的宣传广告,把广告视为报刊市场营销不可或缺的利器。这种以发行促销与广告促销为主题宗旨的广告活动,其费用在主流报刊已经列为常规开支。形象广告以及招聘广告、招商广告、项目招标广告,更是美国报刊的日常工作中的有机组成部分,频频在各种相关媒介上露面。美国报刊的自身宣传广告,分为两大部分。一是面向读者的,一是面向新闻以及相关行业和广告界的。前者所占比重甚大,而且采取的媒介享有囊括各主要大众媒介,如电视、广播、新闻纸、户外路牌等等。后者在份额上并不大,而且集中在新闻传播专业报刊上,可是,对报刊广告主来说其重要性却并不逊于前者。如果说面向读者大众的广告关系到市场业绩,那么面向新闻与相关行业的广告则关乎该报刊的队伍素质、技术设备水平以及行业形象与号召力。国内报刊由于发展过快,行业规范以及市场意识还未健全成熟,因此,它们可以在其他媒介上花钱做广告争取读者、广告商,却不愿意出资放广告在新闻传播专业媒介上。不少报刊都认为,在本行业专业媒介上做广告意义不大、效果有限。这样一来,新闻专业媒介的广告资源就受到严重制约,与美国报业的情况相比,国内报社的市场意识与之差距不小。笔者对多种美国新闻传播专业报刊进行了分析研究,它们主要是《编辑与出版人》(Editor&publisher)周报、《广告时代》(Advertising Age)周报、《美国新闻评论》(American Journalism Revicw)、《报业时代》(Pre sstime)、《报纸研究杂志》(Newspaper Research Journal),以及在美国之外出版的但是刊有美国报刊广告的英文专业媒介,如《媒介》(Media)、《亚洲广告周报》(Adweek Asia)等,感到美国报刊在这些媒介上所刊出的广告,从形式到内容以及策略定位,都很值得国内报刊界人士借鉴。 American newspapers and magazines operate according to the mode of commodity market. Therefore, the newspaper industry in the United States attaches great importance to its own promotional advertisements and regards advertising as an indispensable weapon in newspaper marketing. This kind of advertising campaign, which aims to issue promotion and advertising promotions, has been included in the mainstream press for regular expenses. Image ads and recruitment advertisements, investment advertisements, project bidding advertisements, but also the daily work of the United States newspapers an integral part of the frequent appearances in a variety of related media. The American press’s own advertising, divided into two parts. First, the reader, one for the news and related industries and the advertising industry. The former occupies a large proportion, and the media adopted include all the major mass media, such as television, radio, newsprint, outdoor signs and so on. The latter, in terms of share, are not large, and they are concentrated in news media, but their importance to press advertisers is not inferior to the former. If advertising aimed at the public at large is related to market performance, advertising for the news and related industries is about the quality of the press, the level of technology and equipment, and the image and appeal of the industry. Due to the rapid development of domestic newspapers and periodicals, the industry norms and market awareness have not yet matured so that they can spend money on other media to fight for readers and advertisers, but they are reluctant to spend their money on advertising and media outlets. Many newspapers believe that there is not much advertising in the professional media in the industry and the effect is limited. As a result, the media resources of the news media are severely restricted. Compared with the situation in the U.S. press, the market awareness of domestic newspapers is not far off. The author analyzes and studies a variety of American news media professional newspapers and periodicals, mainly the weekly Editor & publisher, the Advertising Age weekly, the American Journalism Revicw, Pre sstime, the Newspaper Research Journal, and English professional media published outside the United States but published in the U.S. Press, such as Media, Asia Weekly "(Adweek Asia), etc., felt that the advertisements published by these newspapers in these media from the form to the content and the strategic positioning deserved the reference of the domestic newspaper industry.