Research On Science & Technology Newspaper Advertisement

As the fierce competition in the media market, media advertisements have emerged as a widespread topic attracting great attention. The science and technology newspapers, usually considered as non-profit, are very good at scientific and technological news reporting whereas its advertising operation is not satisfying. Compared with the fruitful research findings achieved in advertising operated by other kinds of newspapers, there are few researches conducted on science and technology newspapers. It is realistically significant for the development of science and technology newspapers to strengthen the researches on their advertising.This paper starts with the scientific and technological information which is commonly seen in the scientific and technological newspaper advertising, takes the science and technology transmission and the spread of advertising as the theoretical foundation, and chooses Science and Technology Daily and Hunan Science and Technology News, the two models selected from national and regional science newspapers respectively, as the objects of study. Through setting the quantifiable coding standards and conducting the quantitative statistics and textual analysis on the advertisements of these two model newspapers from 2005 to 2009, the paper makes a conclusion about the current situation of science and technology newspaper advertising. And on this base, the paper carries out researches on the characteristics of science and technology newspaper advertising, the advertising functions, and the advertising operation.On the whole, there are a few of science and technology newspaper advertisements, but they contains plenty of scientific information and are in unique advertising forms including science popularizing advertising and science information advertising. Specifically, science and technology newspaper advertising has formed its own features after many years of operation: the concentrated distribution of its main industry (mainly scientific and technological enterprises); the advertising contents are informative, professional and scientifically oriental; the advertising planning focuses on the theme of science and technology, and it aims to promote the advertising through publicizing the science; as to the advertising, the‘scientific information’is treated more seriously, which indicates the responsibility of modern scientific media.This paper also discusses theoretically the functions of science and technology newspaper advertising such as the economic function, the marketing function and the consumption orientation. In the paper, the function of science popularization as a form of science and technology transmission is analyzed particularly.At present, science and technology newspaper advertising is facing problems such as disadvantageous market environment, inappropriate advertising content, insufficient use of advertising space and less competitive circulation. To solve the problems, four ways to promote science and technology newspaper advertising are proposed in this paper, which are: the return from advertising price to the advertising value; the transformation from scientific advantages into advertising advantages; the transition from advertising space sale to value-added services development; and the self-promotion of newspaper characteristics.