摘要：

【目的】 探讨新媒体时代下科技期刊广告经营的发展机遇及经营策略。【方法】 基于科技期刊广告经营工作的实践与经验,结合文献调研,分析科技期刊广告经营存在的主要问题。【结果】 新媒体时代科技期刊发行量大幅下滑以及期刊媒介形态的变化等因素导致广告投放数量减少,纸本期刊广告在视觉效果、表现形式、传播效率等方面已难以有效地满足读者的需求,广告效果缺乏有效的数据支持,期刊编辑部广告经营意识淡薄。【结论】 科技期刊应借助期刊的品牌影响力来做好期刊的广告经营,通过赠阅期刊等方式以及借助新媒体手段实现内容信息的有效传播,确保广告经营所需的发行规模,同时通过建设期刊的微信公众号、微博或手机客户端平台等丰富广告传播渠道,优化广告表现形式,利用刊物的学术资源和出版资源为广告用户提供有特色的增值服务,同时加强广告业务的审核与管理,不断提升广告品质。

关键词: 科技期刊, 广告, 新媒体, 发行量

Abstract:

[Purposes] This paper discusses the opportunities of and strategies for advertising management in scientific journals in the new media era. [Methods] Based on the practice and experience of advertising management in scientific journals and literature research, this paper analyzed the main problems in advertising management of scientific journals. [Findings] In the new media era, the tumble of circulation and changes of medium contribute to the decline of advertisements on scientific journals. The advertisements on printed journals fail to meet the needs of readers in terms of visual effect, form of expression, and dissemination efficiency. Moreover, for advertising on printed journals, timely feedback data on the effect are unavailable, and the editorial offices of journals think little of advertising management. [Conclusions] Scientific journals should make full use of the brand influence of journals for advertising management, enhance the dissemination of advertisements through free distribution of journals and new media, develop dissemination channels such as WeChat, Weibo, and mobile phone app, optimize advertising forms, provide distinctive value-added services with academic resources and publishing resources, and strengthen the review and management of advertises to improve the quality.

Key words: Scientific journal, Advertising, New media, Circulation