2012年,从中国传媒创新背景来看,国家对传媒产业的政策时局利好。早在2011年,新闻出版产业主要的经济指标持续良好,主流媒体数量剧增,中国传媒产业总产值6379亿元,比上一年度增长15.2%。而2012年则有所变化,GDP增速放缓,连续七个季度下降,传媒业面临的宏观经济形势更加严峻。特别是宏观经济指数的下滑,对中国整体广告市场造成严重冲击。2012年上半年,我们的平面媒体广告出现两极分化,报纸下降幅度比较大,降幅达到7.3%,而杂志仍 In 2012, judging from the background of the media innovation in China, the state’s favorable policy toward the media industry has been quite favorable. As early as 2011, the major economic indicators of the press and publishing industry continued to be good. The number of mainstream media increased sharply. The total output value of the media industry in China reached 637.9 billion yuan, up 15.2% over the previous year. In 2012, however, there was a change. GDP growth slowed down and dropped for seven consecutive quarters. The macroeconomic situation facing the media industry is even more severe. In particular, the decline in the macroeconomic index has had a serious impact on the overall advertising market in China. In the first half of 2012, there was a polarization of our print media ads. The newspaper dropped by a large margin by 7.3%, while the magazine