报社作为传统新闻媒介对社会信息传播发挥了无可替代的作用,但面对信息化时代的网络媒介平台,报社未来的发展面临了巨大的挑战。为了扩大报社在社会群体中的影响力,让这种传统新闻媒介的社会价值得以体现,实施广告投资成为了报社最有效的一种方式。但在投资过程中由于内部管理不当或市场状况影响,导致广告投资成本过高及收益不大。针对这一点,本文重点分析了报社广告投资期间的成本管理问题。 As a traditional news media, the newspaper plays an irreplaceable role in the dissemination of social information. However, in the face of the online media platform in the information era, the newspaper’s development faces enormous challenges. In order to expand the newspaper’s influence in social groups and make the social value of such traditional news media reflect, the implementation of advertising investment has become the most effective way for the newspapers. However, investment in the process due to improper internal management or market conditions, resulting in high cost of advertising investment and little return. In view of this, this article focuses on the issue of cost management during newspaper advertising investment.