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书媒广告的市场憧憬与现实悖论
Authors
刘青
林子瑶
王晓乐
Publication date
10 September 2016
Publisher
Abstract
书媒广告一度被视为出版业的赢利蓝海,受到业界与学界的关注。但近十年来,其市场总体表现并不理想,未能形成可观的业务规模与稳定的商业模式。本文通过对从业人士的深度访谈,试图了解当前书媒广告的现实问题,探究其深层次原因。研究发现,图书作为广告载体在技术操作与商业逻辑等方面存在着若干缺陷,广告效果无法预测与及时反馈是关键问题所在
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Last time updated on 10/06/2020