cet4

2008---06---CET--4

- 2 -14 accounts for $1 billion in ad revenue annually, ii m increased its national

circulation (发行量) by 40% and is now available for home delivery in ion

ciues. Locally, newspapers are the largest advertising medium.

Newspapers are a less expensive advertising medium than television and

provide a way for advertisers to communicate a longer. more detailed message

to their audience than they can through 48 hours, meaning newspapers are

also a quick way of getting the massage out. Newspapers are often the most

important form of news for a local community, and they develop a high degree

of loyalty from local reader.

Radio

Advertising on radio continues to grow Radio is often used in conjunction with

outdoor bill-boards (广告牌) and ihe Internet to reach even more customers

than television. Advertisers are likely to use radio because it is a less expensive

medium than television, which means advertisers can afford to repeal their

ads often. Internet companies are also turning 10 radio advertising. Radio

provides a way for advertisers to communicate with audience members at all

times of the day Consumers listen to radio on their way to school or work, at

work, on the way home, and in the evening hours.

Two major changes —satellite and Internet radio —will force radio advertisers

to adapt their methods. Both of these radio forms allow listeners to tune in

stations that are more distant than the local stations they could receive in the past. As a result, radio will increasingly attract target audiences who live many miles apart. Magazines Newsweeklies, women’s titles, and business magazines have all seen increases in advertising because they attract the high-end market, magazines are popular with advertisers because of the narrow market that they deliver. A broadcast medium such as network television attracts all types of audience members, but magazine audiences are more homogeneous, if you read sports illustrated, for example, you have much in common with the magazine’s other readers. Advertisers see magazines as an efficient way of reaching target audience members. Advertiser using the print media-magazines and newspapers-will need to adapt to two main changes. First, the internet will bring larger audiences to local newspapers, these second. Advertisers will have to understand how to use an increasing number of magazines for their target audiences. Although some magazines will maintain national audiences, a large number of magazines will entertain narrower audiences. Out-of-home advertising Out-of-home advertising. Also called place-based advertising, has become an increasingly effective way of reaching consumers, who are more active than