英语论文网

group leaders, interviewers, and the whole panoply of mass communications work together and try to figure out what will make customers buy.

集体-Colletive

Advertisers also interfere in the media industry collective, which means, as a group they try to a more positive selling and operating environment. Because the most revenue of commercial media is depend on advertising, ads makers usually use their economic power to censor and control the content or purchase content favorable to their interests (Baker, 1994). Advertisers make a larger contribution to the finances of the mass media than audiences. Commercial broadcasting derives nearly all of its revenue from advertising while newspapers and magazines both derive over half their revenue from advertisements. In this sense, advertisers sponsor or control the media by means of boycotting some programs or groups that don't meet their aims. For example, American advertisers had ever shunned the working class press, and also avoided radio station with largely African American of Latino audiences. On study posed by Federal communications commission (FCC) in 1999 suggested that advertising on stations that target programming at racial and ethnic minorities. And the paying on minority- formatted radio stations less than general market stations with comparable audience size (Bettig & Hall, 2012). So we can say that the proportionate contribution to the media enterprise's revenue from an individual advertiser or organized group of advertisers, the greater the likely influence.

不同行业广告商分配的变化-Allocation advertisers change in different sectors

In order to gain the maximum profit, advertisers need to shift their investment strategy according to audience taste. Since there emergence varies channels for advertisers to do publicity of their products, they have been trying to seek for the most effective way. From the traditional media press to the modern internet, advertisers change the investment allocation basing on media market demand. The realistic condition is that t advertising allocation between media sectors are not closely tied to the pattern of media consumption. Newspapers and magazines absorb much less time, on average, than commercial TV and broadcast.

媒体出版社-Media press

Recent changes in advertising allocation between media sectors have tended to undermine traditional mass media, promote the growth of specialized media and favor the development of the regional press.

The media press has been one of the most significant places for advertising because of its attractiveness to local advertisers and government restrictions on the development other commercial sectors like broadcasting. In today's media industry, this medium still draws a large share of advertising revenue, for instance, Newspapers increased their advertising revenue by 7.3% from 1993 to 1994 (Coen,1995). But the newspaper press nonetheless failed to regain fully the market share of media advertising expenditure that it had enjoyed before because in recent years, there is much faster growth in their direct competitors for local advertising money, like TV network which up 17.8% and direct mail growth 8.7% (Coen,1995). This reflect the medium's diminished attractiveness to advertisers, the popular press total share of advertising revenue has steadily declined and it was only partly