从《读者》看编外意识对期刊发展的促进作用

近年来 ,“报业大战”、“收视率争夺战”的烽烟在我国传媒业市场上滚滚涌起。国内期刊间的竞争之激烈也不亚于报业与广电业 ,作为社办期刊的《读者》 ,在与众多的拥有改革优势的非社办期刊及其他社办期刊的竞争中 ,脱颖而出 ,其成功有着典型的借鉴意义。本文从分析《读者》的编外意识入手 ,特别是对其“编外意识”的三个方面———超前意识、品牌意识、市场意识及服务意识在期刊发展中的促进作用 ,作了一定的探讨

The Readers: The Promotive Effect of the Strategic Thinking beyond Professional Editing on the Development of Periodicals

In recent years , the competition among newspapers and broadcaster's pursuit of rating have become fierce and turned the media industry into a trade caught in a heated situation. The competition among periodicals is as intense as in newspaper and broadcast industry .As a paper_run periodical, the Readers came to the fore out of numerous periodicals including the ones of the same kind and non_paper_run periodicals which have superiority in reformation.Thus its successful experience can be used for reference.This article analyses its strategic thinking beyond professional editing from the following aspects:leading thinking, brand_establi shing thinking,marketing thinking and service_providing thinking,and it explores how they produce promotive effect on the development of periodicals.