报纸是日本广告传播的传统媒介,在相当长的一段时间里,报纸广告的收入一直稳居榜首。本世纪70年代中期后,电视广告的收入开始超出报纸,但90年代初日本泡沫经济时,报纸广告有所复苏,而到1992年后却出现负增长。这两年,日本经济持续不景气,产业发展更对报纸广告不利,加上电视、杂志传播媒体等的挤压,日本报纸广告的日子越发难过,一方面要面对产业结构调整的经济环境,一方面还要受到其它媒体的竞争威胁。日本报纸广告业不得不苦心经营,力争较多的广告收入。 日本现有报纸约110多家,可分为四类:全国性报纸(5家)、地区性报纸(3家)、地方性报纸(71 Newspapers are the traditional medium of Japanese advertising, and newspaper ads have consistently topped the list for quite a while. After the mid-1970s, the revenue from television advertising began to outpace the newspapers. However, when Japan’s bubble economy was first developed in the early 1990s, newspaper ads recovered, but negative growth was observed after 1992. In the past two years, the Japanese economy continued its sluggish economy. Industrial development was even more detrimental to newspaper ads. With the squeeze of television and magazine media outlets, Japanese newspapers and advertisements became more and more sad. On the one hand, they faced the economic restructuring of industrial structure, On the one hand, it is also threatened by competition from other media. Japanese newspaper advertising industry had to work hard to strive for more advertising revenue. There are more than 110 existing newspapers in Japan and can be divided into four categories: national newspapers (5), regional newspapers (3) and local newspapers