摘要：进入21世纪以来，新媒体的发展日新月异。我们看到，各种基于IT技术内核开发的新媒体形式在我们的生活中随处可见。起点中文网和亚马逊电子书KINDLE的兴起再一次验证了我们阅读习惯和信息接收模式的改变。另外，《中国新闻报》的倒闭和默克多出售道琼斯指数似乎也验证了这一情况。然而，不可否认的是，纸质媒体并不会因新媒体的出现而消失。我们能够看到的是，纸质媒体仍然具有无可比拟的公信力和影响力。各类互联网的研究报告已经证明了这一点。21世纪的新媒体核心价值观当以分享为主题，但在新媒体信息分享过程中的信用缺失问题未得到解决之前，纸质媒体等传统媒体仍将占据媒体的重要地位。当下，单靠媒体订阅数量进行盈利的媒体运营行为已被证明不可行，因此，广告成为了媒体生存的重要甚至唯一途径。在新媒体日盛的21世纪，如何发展我们的纸质媒体广告？本文从三方面来阐述这个问题：广告的选择、广告的制作和广告的服务方式。最后，本文以现有数据为基础，大胆做出猜想，预测未来20年内纸质媒体广告的发展方向。
关键词：纸质媒体；广告；预测；发展
DEVELOPMENT TREND OF PRINT MEDIA ADVERTISING
ABSTRACT: Into the 21st century, the rapid development of new media. We see all kinds of kernel development based on IT technology in new media forms in our lives everywhere. Chinese e-books from Amazon KINDLE networks and the rise once again confirm our reading habits and information receiving mode change. Moreover, "China News" over the closure and sale of Dow Jones index seems to have verified this. However, it is undeniable that the print media and the emergence of new media will not disappear. We can see that the print media still has unmatched credibility and influence. Various types of Internet research has proven this point.21st century new media to share the core values as the theme, but in new media in the process of information-sharing problem is not lack of credit until it is resolved, print media and other traditional media will continue to occupy the important position of the media. Present, the number of subscriptions alone media media operations for profitable behavior has been proved feasible, therefore, advertising has become an important media and even the only means of survival. In the 21st century the increasing preva lence of new media, how to develop our print media advertising? This article described three aspects to this problem: the choice of advertising, ad types and advertising approach to service. Finally, as to the basis of available data, made a bold conjecture, predict the next 20 years, the development direction of print media advertising.
Key words: print media; advertising; prediction; development
