随着我国传媒行业的迅速发展,传统报业的外部生存环境发生了巨大变化。广告客户是报社的重要资源之一,他们最感兴趣的是向那些最有可能成为其消费者的读者做广告。所以,只有利用客户关系管理系统为广告客户提供准确的报社受众结构和具有说服力的统计数据,才会更好为广告客户的投放决策提供数据支持和建议,从而增强广告客户的投放信心,促进广告客户的广告投入。同时,报社还可以依托自身的公信力、传媒平台、客户资源等开展数据库营销、电子商务、广告直投等增值业务。可以不再单单依靠广告收入这唯一的生命线,创新收益模式、优化盈利结构。在这样的机遇和挑战面前,我们如何利用好这些资源,更有效地吸引读者和广告商,已经成为摆在我们面前的严峻问题…… With the rapid development of China’s media industry, the external living environment of the traditional newspaper industry has undergone tremendous changes. Advertisers are one of the major sources for newspapers and they are most interested in advertising to readers who are most likely to be their consumers. Therefore, it is better to provide advertisers with better data-support and advice for delivery decisions by providing accurate reporting structure and persuasive statistics to advertisers, so as to enhance advertisers’ delivery confidence and promote Advertiser’s advertising investment. At the same time, the newspaper can also rely on its own credibility, media platforms, customer resources such as database marketing, e-commerce, advertising, direct investment and other value-added services. Can no longer rely solely on the only lifeline of advertising revenue, innovation and profit model, optimize the profit structure. In the face of such opportunities and challenges, how we can make good use of these resources to attract readers and advertisers more effectively has become a serious problem facing us ...