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从去年年底开始,SARS疫情逐渐肆虐全国,一些行业和媒体受到不同程度的影响。但是由于杂志媒体自身的传播特点,出版周期一般比之报纸媒体要长,所以受到的冲击不是很明显。下面我们将根据慧聪媒体研究中心对全国500多份杂志的广告监测数据,具体分析一下4月的杂志广告市场状况。4月的杂志广告总收入为3.58亿元,同比增长11.82%,但是同3月份的杂志总收入相比,却呈现出小幅下降的趋势,降幅为2.45%。从杂志广告额占报刊总广告额的比重来看,4月杂志收入所占比重由3月的7.98%,下降到6.72%。这一比重同去年同期相比,也是有所下滑的。从广告页数来看,4月杂志总广告页数是1.28万页,比3月的1.23万页,增长了4.89%。与去年同期相比,增幅下降6.56个百分点。在杂志的各类媒体类别中,时尚类、经济类、计算机类杂志是其中非常重要的三大类。在4月中,这三大类杂志广告量占杂志总收入的51.7%,超过一半的份额。而它们的广告页数仅占杂志广告总页数的25%。可见,这三类杂志的广告经营效率远远高于其它杂志。其中,时尚类杂志的地位尤为突出,所占杂志广告总页数的比例仅8.8%,而广告额的比重近28%。
Since the end of last year, the epidemic of SARS has gradually wreaked havoc in the whole country, and some industries and media have been affected to varying degrees. However, the impact of the magazine media itself is not so obvious due to the characteristics of the media itself and its publication period is generally longer than that of the newspaper media. Here we will HC media research center of the country more than 500 magazine advertising monitoring data, a specific analysis of the magazine’s advertising market in April. In April, the total advertising revenue of magazines was 358 million yuan, an increase of 11.82% over the same period of the previous year. However, compared with the total magazine revenue in March, the magazine’s advertising revenue showed a slight decrease of 2.45%. Judging from the proportion of magazine advertising in the total newspaper advertising, the proportion of magazine revenue in April dropped to 6.72% from 7.98% in March. Compared with the same period of last year, this proportion also declined. In terms of the number of pages of advertisements, the total number of pages of advertisements in April was 12,800 pages, up 4.89% from 13,200 pages in March. Compared with the same period of last year, the growth rate dropped by 6.56 percentage points. In the magazine’s various media categories, fashion, economics, computer magazine is one of the three categories is very important. In mid-April, the advertising of these three major categories accounted for 51.7% of the total magazine revenue, accounting for more than half of the total. And their number of pages is only 25% of the total number of magazine ads. Can be seen that these three types of magazine advertising efficiency is much higher than other magazines. Among them, the fashion magazine’s status is particularly prominent, accounting for only 8.8% of the total number of magazine ads, while the proportion of advertising nearly 28%.