笔者根据自已开展广告业务的体会,阐述了在新形势下,实现观念转变、开展广告所产生的社会效益与经济效益。指出昔日封闭型的工作方法已不适应商品经济社会的迅速发展;现代编辑应逐步增强经营意识、市场意识、策划意识、竞争意识、效益意识;力争把医学期刊——这种纯学术刊物推向充满竞争的市场,以求得生存和发展。 According to the author’s own experience of carrying out advertising business, the author expounds the social and economic benefits arising from changing concepts and carrying out advertising under the new situation. It points out that the closed-end working methods of the past have not adapted to the rapid development of commodity economy and society. Modern editors should gradually enhance the awareness of operation, market, planning, competition and efficiency; and strive to promote the medical journals, which are pure academic journals, Full of competition in the market, in order to survive and develop.