| 31种科技期刊发行量调查及其对广告客户的影响 |
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| 引用本文： | 肖志军,崔保国,苏洪余,李建辉,刘勇.31种科技期刊发行量调查及其对广告客户的影响[J].编辑学报,2002,14(6):437-438. |
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| 作者姓名： | 肖志军 崔保国 苏洪余 李建辉 刘勇 |
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| 作者单位： | 1. 航天医学工程研究所,100094;2. 清华大学传播系,100084,北京 |
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| 摘 要： | 通过了解31种科技期刊印数、实际发行量及其广告价格,分析实际发行量与公布的发行量的关系,以及广告价格与发行量的关系.结果表明,平均发行量为3 840册,普遍存在虚报现象,平均虚报百分率为290.5%,广告报价与期刊发行量的相关系数为0.16.认为期刊社提供的发行量与实际发行量出入很大,为了适应我国加入WTO后的形势,应当成立类似于美国发行量设计局(ABC)之类的审计机构.
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| 关 键 词： | 科技期刊 发行量 广告 经营 |
| 修稿时间： | 2002年2月26日 |
Investigation on circulation number of 31 Chinese sci-tech periodicals |
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| Xiao Zhijun,Cui Baoguo,Su Hongyu,Li Jianhui,Liu Yong Institute of Space Medico-Engineering,Beijing,China.Investigation on circulation number of 31 Chinese sci-tech periodicals[J].Acta Editologica,2002,14(6):437-438. |
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| Authors: | Xiao Zhijun Cui Baoguo Su Hongyu Li Jianhui Liu Yong Institute of Space Medico-Engineering Beijing China |
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| Institution: | Xiao Zhijun,Cui Baoguo,Su Hongyu,Li Jianhui,Liu Yong Institute of Space Medico-Engineering,100094,Beijing,China |
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| Abstract: | The actual circulation number of 31 Chinese sci-tech periodicals was obtained by studying the documents in the printing houses. The relationship between the actual circulation number and the released circulation number as well as the relationship between the advertising rate and the circulation were analyzed. The mean circulation number of the 31 periodicals was 3 840 copies and there was a significant difference between the actual circulation number and that released by the periodical publishers, the released number is 290.5% higher than that of the actual number. The correlation coefficient between the advertising rate and the circulation number is 0.16. There is a big difference between the actual circulation and that of the publicized number. Circulation auditing organizations like ABC of the USA should be established in China. |
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| Keywords: | sci-tech periodical circulation number advertising management |
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