作为民国时期的著名报人,成舍我在广告营运方面作了卓有成效的探索。文章以《世界日报》为文本解读他的广告资源开发策略,发现其策略有:细化广告版位,予以版位不同价值;细分市场,开发出招生广告、小广告、贺年名片等广告类型。这些做法不仅充实和发展了广告业务及理论,而且对今天的广告界仍有借鉴意义。 As a famous reporter during the Republic of China, Cheng Sheh made an effective exploration of the advertising operation. The article uses “World Journal” as a text to interpret his advertising resources development strategy and finds its strategies are as follows: to refine the advertising position and give different positions in value; to segment the market to develop ad types such as ad ad, small advertisement and New Year card . These practices not only enrich and develop the advertising business and theory, but also provide reference for today’s advertising industry.