31种科技期刊发行量调查及其对广告客户的影响  

Investigation on circulation number of 31 Chinese sci-tech periodicals

作　　者：肖志军[1] 崔保国[2] 苏洪余[1] 李建辉[1] 刘勇[1] 

机构地区：[1]航天医学工程研究所,100094 [2]清华大学传播系,北京100084

出　　处：《编辑学报》2002年第6期437-438,共2页Acta Editologica

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 3840册 ,普遍存在虚报现象 ,平均虚报百分率为 2 90 .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。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.

关 键 词：科技期刊 发行量 广告经营 广告价格 期刊发行 

分 类 号：G235[文化科学] G231