For 60 years, history is just a slap in the face. For Chinese journals, it has gone from being a waste to being a big one, and has completed a gorgeous transformation of quantity growth, asset doubling, and variety. Looking back on the 60-year history, Chinese journals have been enthusiastic about entrepreneurship and ready to go. They have experienced twists and turns and shouldered heavy burdens. However, in any case, Chinese journals are striving to spring, using their unique experiences to record China’s 60-year memory and witness China. 60 years of change.
Quantity
Ups and downs, refraction of the times
The circulation is the main economic growth point of journal publishing, and it is the gold indicator for measuring the strength of journal publishing industry. Over the past 60 years, the types of Chinese journals, circulation and other data have been constantly changing. These ups and downs not only record the development of Chinese journals, but also reflect the changes in the era of the founding of New China in the past 60 years.
Enthusiastic,
Giving people a sense of being ready
Before and after the founding of New China, the Central People's Government incorporated journal publishing into the field of concern: on the one hand, the old Chinese publishing industry was thoroughly inspected and distinguished, the original journals were approved to continue publication; on the other hand, the journals reflecting the face of the new China were actively prepared. For example, "Learning", "Xinhua Monthly", "Arts and Literature", "People's Literature", "People's Pictorial" and so on. In addition, progressive journals that have been banned by the Kuomintang government have been re-published. For example, World Knowledge was re-issued after the liberation of Shanghai in June 1949 with the support of the central government.
In the 1950s, a new era of new China emerged, and the publication of journals gradually became active. The variety increased from 257 in 1949 to 851 in 1959. The total number of prints increased from 20 million in 1949 to 1959. 528 million copies. In the mid-1950s, the "Double Hundred Guidelines" made the publications such as Mu Chunfeng very active, and they left a glorious record for the history of Chinese journals in the middle of the 20th century.
According to Zhang Bohai, consultant of the China Journal Association, the most influential journals in the 1950s include the political journals "Learning", "Red Flag", the current political pictorial "People's Pictorial", "The People's Liberation Army Pictorial", the mass journal "Chinese Youth", academic theory Journals "Philosophy Research", "Historical Research", literary journal "People's Literature", Children's Journal "Children's Time", cultural comprehensive journal "Popular Film", scientific journal "Chinese Science", popular science journal "Radio", "Popular Medicine" "Wait. Some well-known publications published in the first half of the 20th century, such as Science published in 1915, Middle School Students, which was founded in 1930, and Archaeological Journal, which was founded in 1936, continued to be published after the founding of New China, and they renewed their new style. .
Natural disasters, man-made disasters,
Unbearable dying
In the 1950s, influenced by the "Left" line of thought, the scope of class struggle gradually expanded. Although the journal industry in New China has shown momentum to be ready, it has not been able to get rid of such a struggle environment.
"Class struggle often becomes an unpredictable impact force, which has caused the direction of the journal development and the contusion of strength." Zhang Bohai recalled. From criticizing academic bourgeois representatives to criticizing Hu Feng's literary thoughts, criticizing rightists, and criticizing right-wing thinking, journals are naturally pushed to the forefront. This is a complex aspect of the development of journals in the 1950s. When most journalists involuntarily frequently interpret one or the other struggles, they undoubtedly have a negative impact on the development momentum that was revealed in the 1950s journals.
From the late 1950s to the early 1960s, China suffered from serious natural disasters, and journal publications were also affected. The journal began to reduce the pressure on paper supply by reducing the number of publications being published. According to statistics, in 1960, the number of journals in China dropped from 851 in 1959 to 442, and in 1961 it dropped to 410. In 1960, the total number of journals in China fell from 528 million in 1959 to 466 million, in 196, to 231 million, and in 1962 to 196 million. In 1960, the number of informal journals run by various central departments was reduced from the original 860 to 120.
"This decline has gradually picked up in 1963." Zhang Bohai said. In 1965, the number of journals in China returned to 790, and the total number of prints rose to 440 million. But at the moment a catastrophe has been waiting for the front, and the "Cultural Revolution" broke out in 1966. In the following 10 years, under the severe cold of the “Cultural Revolutionâ€, most of the journals were treated as “poisonous grassesâ€. In 1969, there were only 20 publications in the country, which was the era of dying in the history of Chinese journals in the past 100 years.
a new era,
Welcome to the spring of journal development
In 1978, the Third Plenary Session of the Eleventh Central Committee of the Party was held. This is the beginning of a new era in China’s history of reform and opening up. For Chinese journals, 1978 was also an important year, which opened a new era in the development of Chinese journals.
The journal industry, which was once devastated during the “Cultural Revolution†period, not only recovered after entering a new period of history, but also quickly showed gratifying and impressive results. In 1978, there were only 930 journals in China, with a total number of 762 million copies. By 1985, China's journals had rapidly increased to 4,705, with a total number of prints reaching 2.56 billion.
The glorious history of the publication of millions of young journals was a microcosm of the explosive growth of Chinese journals at the time. In the early days of reform and opening up, due to the changes in Chinese society, people's thoughts began to liberate, and the souls that had been suppressed and imprisoned for a long time began to seek breakthroughs. At this time, with the resumption of the work of the Central Committee of the Communist Youth League and the Communist Youth League committees, the youth journals that were suspended due to the “Cultural Revolution†have been re-published, and a number of new youth journals have also been established, and they have become a “life value seekerâ€. The well-deserved mainstream media at the time.
At that time, the "Youth Generation" had a record of 5 million issued issues. The "China Youth" issue amounted to 3.94 million copies, and "Liaoning Youth" was issued to 2.4 million copies, "Shanxi Youth" and "Shenzhen Youth". The Golden Age has also issued more than a million copies.
Growing,
But the total amount of circulation has been stepping
1978 is an important starting point for Chinese journals. In the following 30 years, after continuous training and study, Chinese journals maintained an upward development trend and realized their own transformation in the continuous improvement.
In commemorating the 30th anniversary of the reform and opening up, Shi Feng, president of the China Periodicals Association, said that the development of the journal industry in the past 30 years of reform and opening up has been quite emotional and profound. "First of all, in terms of quantity, there were only 930 journals in the whole country in 1978, with a total of 762 million copies. By 2007, a total of 9468 journals were published nationwide, with a total number of 3.041 billion copies." Zhang Zeqing, deputy director of the Press and Publications Department When reviewing the great changes in the past 30 years, the Director also expressed the growing amount of Chinese journals in total – “the total number of Chinese journals has approached 10,000, and has increased by more than 10 times in 30 years.â€
According to the "New Situation of the National Press and Publication Industry in 2008" newly released by the General Administration of Press and Publication, the total number of published journals in China has reached 9,549 in 2008, with an average of 176.67 million copies printed, with a total number of 3.105 billion copies and a total of 15.78 billion. Printed sheet. However, it is undeniable that after experiencing the surge in the number of journals and the total number of journals issued between 1978 and 1985, Chinese journals began to appear on the spot. In 1985, the total number of journals issued in China was 2.560 billion. In 1989, it was reduced to 1.714 billion. In 1990, it was reduced to 1.615 billion. In 1999, it was increased to 2.846 billion. By 2007, the total number of journals in China had exceeded 3 billion. , reaching 3.040 billion copies.
Market articles from scratch, bold practice
For the Chinese journal industry, from the planned economy along the way, the development of a new market economy system for Chinese journals is a process from scratch, and it is a journey of continuous innovation and bold practice.
Release: wrinkle a pool of spring water, rejuvenate the market
At the beginning of the founding of New China, due to restrictions in transportation and distribution environment, journals faced more difficulties in issuing. To this end, the management department of the people's government has taken measures to divert, such as sending papers of journals to major cities, setting up production points, and retailing newspapers and periodicals in active cities, in an effort to solve the serious problem of difficult publication of journals.
The Publishing Committee, which was formed in February 1949, is the centrally designated agency that conducts centralized leadership in publishing. The Publishing Committee has a magazine section that is responsible for the management of journal publishing, and it is clearly recognized that the magazine is "the horn of the publishing work." In November 1949, the Central People's Government Publishing Office, which was established on the basis of the Publishing Committee and other units, also has a magazine section responsible for the management of journal publishing. In 1952, the then General Administration of Publishing and the Ministry of Posts and Telecommunications jointly issued the "Joint Decision on Improving the Issuance of Publications" to ensure that the issue of journals was uniformly carried out by the National Post Office as the sole channel for planning and guaranteeing. Distribution work.
In December 1980, the Notice of the National Publishing Bureau issued a "Notice on the planned and systematic development of collective ownership and individual ownership of bookstores, book stands, book stalls and book sellers", which broke the issue of journals under the planned economy. Can only take the stagnation situation of the single channel of the post office. It has shaken the post office distribution for decades, and it has also inspired collective and individual distribution forces that have been called "two channels."
Zhang Bohai said that this issuance reform is not only to broaden the access, but more importantly, to activate the commercial pursuit of the distribution work. In the competition of different channels, to see who can use the highly market-sensitive and thoughtful service to publish the journals. Create a win-win performance for the issuing unit. In addition, in terms of retail channels, in addition to traditional newsstands and bookstores, journals have begun to enter coffee shops, pharmacies, hospitals and shopping malls, and the era of diversification of distribution channels has arrived.
Advertising: From ignoring advertising marketing to building advertising platforms
In the early days of the reform and opening up in 1978, Chinese journals basically had no advertisements. After that, under the environment of domestic economic development and active international trade, journal publishers gradually discovered their own advertising value, and they have a conscious understanding of the important economic growth point of the journal, which has changed the past. Only relying on the issue and neglecting the bias of advertising marketing, the journal advertising business has gradually become active. At the same time, some important magazines have set up advertising platforms, communicated advertising business, and attached importance to attracting domestic and foreign advertising business customers with the character of their own journals.
Since the beginning of the new century, the advertising platform built with time, politics and new technology journals has become increasingly sophisticated and active, attracting domestic and foreign advertising businesses and showing an enviable market prospect. With the improvement of the public's living standards, the middle and low-end advertisements become more and more exciting, playing an indispensable role in the active consumer market. According to statistics, since the reform and opening up, the scale of China's journal advertisements has been growing steadily, and the growth rate has been high for many years. From 1997 to 2007, the number of journal advertisements increased from 527.09 million yuan to 300 million yuan. At present, the total annual advertising marketing of Chinese journals has exceeded 3 billion yuan.
Industry: From ideological propaganda tools to industrialization operations
Around the 1980s, the central government made a clear definition of the publication, and transferred the publication from the original position as a "ideal propaganda tool" to the "commodity", which laid a solid foundation for the creation of the Chinese journal market. . At the same time, the publishing unit can implement the regulations of “institutions, enterprise management†and allow publishing units to implement enterprise operations, which provides a way to realize the Chinese journal market.
Under the guidance of the policy, more and more journals have entered the tide of the market economy. In March 1988, the Interim Measures on the Paid Service and Business Activities of Newspapers, Periodicals, and Publishing Houses issued by the Press and Publication Administration and the State Administration for Industry and Commerce gave them strong policy support. They not only have a variety of publications, but also establish a supporting industry chain centered on publishing; not only intangible assets, but also various tangible assets including real estate.
Variety product development, what does the public need?
In the past 60 years, in addition to the rapid increase in the number, the variety of journals has been greatly enriched.
a new look,
The journal market is shining
At the beginning of the founding of New China, a number of journals reflecting the face of the new China were launched, but under the planned economic system, journals were more of a function of ideological weapons and propaganda tools. As journals are positioned as commodities, journal practitioners began to focus on the variety of journals that meet market needs when creating journals, rather than satisfying journals that carry public opinion and moral education.
Zhang Zeqing recalled that the variety of journals that were first published in the reform and opening up was completely different from the journals in the “Cultural Revolution†and “Cultural Revolutionâ€. In 1978, Tianjin’s newly-developed comprehensive cultural publication “After Eight Hours†and the publication of New China, the publication “Longevity†for the elderly and the literary publication “Fiction Monthly†all made the readers of the country refreshed. "The reform and opening up of a relaxed social environment has spawned leisure and entertainment publications that meet people's various needs. These three magazines did have a relatively large impact at the time, and the circulation was very large."
In the early days of reform and opening up, journal editors also had journalists from Guangdong Province. They had led the national journals and set off a trend in the same journals in the country. In 1981, they renamed "Guangdong Youth" to "Golden Age". In 1982, "Guangdong Women" was renamed "Family". The purpose was to get out of the past propaganda and teaching mode and to make the publications inspiring readers. A spiritual product that delights the reader and delights the reader, and develops and occupies the market with such products.
In the 1980s, "Reader's Digest" (renamed "Reader" in 1993), "Youth Digest", "Friends", "Story", "Speech and Eloquence", "Overseas Digest", " A large number of new publications such as "Girlfriend", "The Legend of the Ancients" and "Shenzhen Youth" have played a powerful role in promoting the transformation of journal products into commodities.
Running a magazine is not bad,
Competing in a limited space
The reform and opening up has promoted the rapid growth of the number of Chinese journals and the rapid proliferation of varieties. Due to the long history of “running the magazineâ€, and the increasing number of publications vying for the limited market space that is almost stagnant under the “roofâ€, it is necessary to learn how to fight hard in the quality of the journal and market operations.
Zhang Bohai believes that in the 1990s, it became the era of competition and steaming in the Chinese journal market. Some outstanding brand journals are emerging in such a competitive environment. For example, in the 1980s, the magazines "Reader", "Family", "Friends", "Story" and so on, entered the 20th century. After the age, it became a resounding brand of the male side. In the 1990s, "Sanlian Life Weekly", "New Weekly", "Financial Economics" and other publications, because of the talent pool, the starting point of high meaning, strong reference ability, rose to the public, became a new brand publication. There are also fashion publications that have been built with the advantage of cooperation with foreign brand journals, such as "World Fashion Court", "Fashion", "Ruili", etc., which are eye-catching and have considerable advertising benefits. They are the journals of China in the 1990s. Added conspicuous heavyweights.
Self-adjustment,
The variety structure is more reasonable
In the 21st century, China's journals have shown a welcome phenomenon of strengthening self-adjustment and optimization, and constantly improving the quality of journals and the level of market operation.
Zhang Bohai recalled that in 1977 and 2003, he had carried out three tasks of “governing scattered and controlling abuse†and compressed hundreds of journals including party and government organs. This is the “slimming†of journals, which makes the journals more diverse in variety. It is reasonable. A large number of publications with original positioning advantages are also adjusted, such as "Motto", "Yi Lin", "Special Concern", etc., due to the distinctive personality reflected by the positioning, these journals became popular among readers almost overnight. Spiritual good. Some well-studied publications, such as "Fashion" and "Ruili", are subdivided into sections with different personalities from the comprehensive version, tailored to suit different types of readers. During this period, many journals have also greatly improved their external forms such as design and printing, which makes the journal market even more dazzling. Some journal products are among the advanced products of international journals and are not inferior.
Quantity
Ups and downs, refraction of the times
The circulation is the main economic growth point of journal publishing, and it is the gold indicator for measuring the strength of journal publishing industry. Over the past 60 years, the types of Chinese journals, circulation and other data have been constantly changing. These ups and downs not only record the development of Chinese journals, but also reflect the changes in the era of the founding of New China in the past 60 years.
Enthusiastic,
Giving people a sense of being ready
Before and after the founding of New China, the Central People's Government incorporated journal publishing into the field of concern: on the one hand, the old Chinese publishing industry was thoroughly inspected and distinguished, the original journals were approved to continue publication; on the other hand, the journals reflecting the face of the new China were actively prepared. For example, "Learning", "Xinhua Monthly", "Arts and Literature", "People's Literature", "People's Pictorial" and so on. In addition, progressive journals that have been banned by the Kuomintang government have been re-published. For example, World Knowledge was re-issued after the liberation of Shanghai in June 1949 with the support of the central government.
In the 1950s, a new era of new China emerged, and the publication of journals gradually became active. The variety increased from 257 in 1949 to 851 in 1959. The total number of prints increased from 20 million in 1949 to 1959. 528 million copies. In the mid-1950s, the "Double Hundred Guidelines" made the publications such as Mu Chunfeng very active, and they left a glorious record for the history of Chinese journals in the middle of the 20th century.
According to Zhang Bohai, consultant of the China Journal Association, the most influential journals in the 1950s include the political journals "Learning", "Red Flag", the current political pictorial "People's Pictorial", "The People's Liberation Army Pictorial", the mass journal "Chinese Youth", academic theory Journals "Philosophy Research", "Historical Research", literary journal "People's Literature", Children's Journal "Children's Time", cultural comprehensive journal "Popular Film", scientific journal "Chinese Science", popular science journal "Radio", "Popular Medicine" "Wait. Some well-known publications published in the first half of the 20th century, such as Science published in 1915, Middle School Students, which was founded in 1930, and Archaeological Journal, which was founded in 1936, continued to be published after the founding of New China, and they renewed their new style. .
Natural disasters, man-made disasters,
Unbearable dying
In the 1950s, influenced by the "Left" line of thought, the scope of class struggle gradually expanded. Although the journal industry in New China has shown momentum to be ready, it has not been able to get rid of such a struggle environment.
"Class struggle often becomes an unpredictable impact force, which has caused the direction of the journal development and the contusion of strength." Zhang Bohai recalled. From criticizing academic bourgeois representatives to criticizing Hu Feng's literary thoughts, criticizing rightists, and criticizing right-wing thinking, journals are naturally pushed to the forefront. This is a complex aspect of the development of journals in the 1950s. When most journalists involuntarily frequently interpret one or the other struggles, they undoubtedly have a negative impact on the development momentum that was revealed in the 1950s journals.
From the late 1950s to the early 1960s, China suffered from serious natural disasters, and journal publications were also affected. The journal began to reduce the pressure on paper supply by reducing the number of publications being published. According to statistics, in 1960, the number of journals in China dropped from 851 in 1959 to 442, and in 1961 it dropped to 410. In 1960, the total number of journals in China fell from 528 million in 1959 to 466 million, in 196, to 231 million, and in 1962 to 196 million. In 1960, the number of informal journals run by various central departments was reduced from the original 860 to 120.
"This decline has gradually picked up in 1963." Zhang Bohai said. In 1965, the number of journals in China returned to 790, and the total number of prints rose to 440 million. But at the moment a catastrophe has been waiting for the front, and the "Cultural Revolution" broke out in 1966. In the following 10 years, under the severe cold of the “Cultural Revolutionâ€, most of the journals were treated as “poisonous grassesâ€. In 1969, there were only 20 publications in the country, which was the era of dying in the history of Chinese journals in the past 100 years.
a new era,
Welcome to the spring of journal development
In 1978, the Third Plenary Session of the Eleventh Central Committee of the Party was held. This is the beginning of a new era in China’s history of reform and opening up. For Chinese journals, 1978 was also an important year, which opened a new era in the development of Chinese journals.
The journal industry, which was once devastated during the “Cultural Revolution†period, not only recovered after entering a new period of history, but also quickly showed gratifying and impressive results. In 1978, there were only 930 journals in China, with a total number of 762 million copies. By 1985, China's journals had rapidly increased to 4,705, with a total number of prints reaching 2.56 billion.
The glorious history of the publication of millions of young journals was a microcosm of the explosive growth of Chinese journals at the time. In the early days of reform and opening up, due to the changes in Chinese society, people's thoughts began to liberate, and the souls that had been suppressed and imprisoned for a long time began to seek breakthroughs. At this time, with the resumption of the work of the Central Committee of the Communist Youth League and the Communist Youth League committees, the youth journals that were suspended due to the “Cultural Revolution†have been re-published, and a number of new youth journals have also been established, and they have become a “life value seekerâ€. The well-deserved mainstream media at the time.
At that time, the "Youth Generation" had a record of 5 million issued issues. The "China Youth" issue amounted to 3.94 million copies, and "Liaoning Youth" was issued to 2.4 million copies, "Shanxi Youth" and "Shenzhen Youth". The Golden Age has also issued more than a million copies.
Growing,
But the total amount of circulation has been stepping
1978 is an important starting point for Chinese journals. In the following 30 years, after continuous training and study, Chinese journals maintained an upward development trend and realized their own transformation in the continuous improvement.
In commemorating the 30th anniversary of the reform and opening up, Shi Feng, president of the China Periodicals Association, said that the development of the journal industry in the past 30 years of reform and opening up has been quite emotional and profound. "First of all, in terms of quantity, there were only 930 journals in the whole country in 1978, with a total of 762 million copies. By 2007, a total of 9468 journals were published nationwide, with a total number of 3.041 billion copies." Zhang Zeqing, deputy director of the Press and Publications Department When reviewing the great changes in the past 30 years, the Director also expressed the growing amount of Chinese journals in total – “the total number of Chinese journals has approached 10,000, and has increased by more than 10 times in 30 years.â€
According to the "New Situation of the National Press and Publication Industry in 2008" newly released by the General Administration of Press and Publication, the total number of published journals in China has reached 9,549 in 2008, with an average of 176.67 million copies printed, with a total number of 3.105 billion copies and a total of 15.78 billion. Printed sheet. However, it is undeniable that after experiencing the surge in the number of journals and the total number of journals issued between 1978 and 1985, Chinese journals began to appear on the spot. In 1985, the total number of journals issued in China was 2.560 billion. In 1989, it was reduced to 1.714 billion. In 1990, it was reduced to 1.615 billion. In 1999, it was increased to 2.846 billion. By 2007, the total number of journals in China had exceeded 3 billion. , reaching 3.040 billion copies.
Market articles from scratch, bold practice
For the Chinese journal industry, from the planned economy along the way, the development of a new market economy system for Chinese journals is a process from scratch, and it is a journey of continuous innovation and bold practice.
Release: wrinkle a pool of spring water, rejuvenate the market
At the beginning of the founding of New China, due to restrictions in transportation and distribution environment, journals faced more difficulties in issuing. To this end, the management department of the people's government has taken measures to divert, such as sending papers of journals to major cities, setting up production points, and retailing newspapers and periodicals in active cities, in an effort to solve the serious problem of difficult publication of journals.
The Publishing Committee, which was formed in February 1949, is the centrally designated agency that conducts centralized leadership in publishing. The Publishing Committee has a magazine section that is responsible for the management of journal publishing, and it is clearly recognized that the magazine is "the horn of the publishing work." In November 1949, the Central People's Government Publishing Office, which was established on the basis of the Publishing Committee and other units, also has a magazine section responsible for the management of journal publishing. In 1952, the then General Administration of Publishing and the Ministry of Posts and Telecommunications jointly issued the "Joint Decision on Improving the Issuance of Publications" to ensure that the issue of journals was uniformly carried out by the National Post Office as the sole channel for planning and guaranteeing. Distribution work.
In December 1980, the Notice of the National Publishing Bureau issued a "Notice on the planned and systematic development of collective ownership and individual ownership of bookstores, book stands, book stalls and book sellers", which broke the issue of journals under the planned economy. Can only take the stagnation situation of the single channel of the post office. It has shaken the post office distribution for decades, and it has also inspired collective and individual distribution forces that have been called "two channels."
Zhang Bohai said that this issuance reform is not only to broaden the access, but more importantly, to activate the commercial pursuit of the distribution work. In the competition of different channels, to see who can use the highly market-sensitive and thoughtful service to publish the journals. Create a win-win performance for the issuing unit. In addition, in terms of retail channels, in addition to traditional newsstands and bookstores, journals have begun to enter coffee shops, pharmacies, hospitals and shopping malls, and the era of diversification of distribution channels has arrived.
Advertising: From ignoring advertising marketing to building advertising platforms
In the early days of the reform and opening up in 1978, Chinese journals basically had no advertisements. After that, under the environment of domestic economic development and active international trade, journal publishers gradually discovered their own advertising value, and they have a conscious understanding of the important economic growth point of the journal, which has changed the past. Only relying on the issue and neglecting the bias of advertising marketing, the journal advertising business has gradually become active. At the same time, some important magazines have set up advertising platforms, communicated advertising business, and attached importance to attracting domestic and foreign advertising business customers with the character of their own journals.
Since the beginning of the new century, the advertising platform built with time, politics and new technology journals has become increasingly sophisticated and active, attracting domestic and foreign advertising businesses and showing an enviable market prospect. With the improvement of the public's living standards, the middle and low-end advertisements become more and more exciting, playing an indispensable role in the active consumer market. According to statistics, since the reform and opening up, the scale of China's journal advertisements has been growing steadily, and the growth rate has been high for many years. From 1997 to 2007, the number of journal advertisements increased from 527.09 million yuan to 300 million yuan. At present, the total annual advertising marketing of Chinese journals has exceeded 3 billion yuan.
Industry: From ideological propaganda tools to industrialization operations
Around the 1980s, the central government made a clear definition of the publication, and transferred the publication from the original position as a "ideal propaganda tool" to the "commodity", which laid a solid foundation for the creation of the Chinese journal market. . At the same time, the publishing unit can implement the regulations of “institutions, enterprise management†and allow publishing units to implement enterprise operations, which provides a way to realize the Chinese journal market.
Under the guidance of the policy, more and more journals have entered the tide of the market economy. In March 1988, the Interim Measures on the Paid Service and Business Activities of Newspapers, Periodicals, and Publishing Houses issued by the Press and Publication Administration and the State Administration for Industry and Commerce gave them strong policy support. They not only have a variety of publications, but also establish a supporting industry chain centered on publishing; not only intangible assets, but also various tangible assets including real estate.
Variety product development, what does the public need?
In the past 60 years, in addition to the rapid increase in the number, the variety of journals has been greatly enriched.
a new look,
The journal market is shining
At the beginning of the founding of New China, a number of journals reflecting the face of the new China were launched, but under the planned economic system, journals were more of a function of ideological weapons and propaganda tools. As journals are positioned as commodities, journal practitioners began to focus on the variety of journals that meet market needs when creating journals, rather than satisfying journals that carry public opinion and moral education.
Zhang Zeqing recalled that the variety of journals that were first published in the reform and opening up was completely different from the journals in the “Cultural Revolution†and “Cultural Revolutionâ€. In 1978, Tianjin’s newly-developed comprehensive cultural publication “After Eight Hours†and the publication of New China, the publication “Longevity†for the elderly and the literary publication “Fiction Monthly†all made the readers of the country refreshed. "The reform and opening up of a relaxed social environment has spawned leisure and entertainment publications that meet people's various needs. These three magazines did have a relatively large impact at the time, and the circulation was very large."
In the early days of reform and opening up, journal editors also had journalists from Guangdong Province. They had led the national journals and set off a trend in the same journals in the country. In 1981, they renamed "Guangdong Youth" to "Golden Age". In 1982, "Guangdong Women" was renamed "Family". The purpose was to get out of the past propaganda and teaching mode and to make the publications inspiring readers. A spiritual product that delights the reader and delights the reader, and develops and occupies the market with such products.
In the 1980s, "Reader's Digest" (renamed "Reader" in 1993), "Youth Digest", "Friends", "Story", "Speech and Eloquence", "Overseas Digest", " A large number of new publications such as "Girlfriend", "The Legend of the Ancients" and "Shenzhen Youth" have played a powerful role in promoting the transformation of journal products into commodities.
Running a magazine is not bad,
Competing in a limited space
The reform and opening up has promoted the rapid growth of the number of Chinese journals and the rapid proliferation of varieties. Due to the long history of “running the magazineâ€, and the increasing number of publications vying for the limited market space that is almost stagnant under the “roofâ€, it is necessary to learn how to fight hard in the quality of the journal and market operations.
Zhang Bohai believes that in the 1990s, it became the era of competition and steaming in the Chinese journal market. Some outstanding brand journals are emerging in such a competitive environment. For example, in the 1980s, the magazines "Reader", "Family", "Friends", "Story" and so on, entered the 20th century. After the age, it became a resounding brand of the male side. In the 1990s, "Sanlian Life Weekly", "New Weekly", "Financial Economics" and other publications, because of the talent pool, the starting point of high meaning, strong reference ability, rose to the public, became a new brand publication. There are also fashion publications that have been built with the advantage of cooperation with foreign brand journals, such as "World Fashion Court", "Fashion", "Ruili", etc., which are eye-catching and have considerable advertising benefits. They are the journals of China in the 1990s. Added conspicuous heavyweights.
Self-adjustment,
The variety structure is more reasonable
In the 21st century, China's journals have shown a welcome phenomenon of strengthening self-adjustment and optimization, and constantly improving the quality of journals and the level of market operation.
Zhang Bohai recalled that in 1977 and 2003, he had carried out three tasks of “governing scattered and controlling abuse†and compressed hundreds of journals including party and government organs. This is the “slimming†of journals, which makes the journals more diverse in variety. It is reasonable. A large number of publications with original positioning advantages are also adjusted, such as "Motto", "Yi Lin", "Special Concern", etc., due to the distinctive personality reflected by the positioning, these journals became popular among readers almost overnight. Spiritual good. Some well-studied publications, such as "Fashion" and "Ruili", are subdivided into sections with different personalities from the comprehensive version, tailored to suit different types of readers. During this period, many journals have also greatly improved their external forms such as design and printing, which makes the journal market even more dazzling. Some journal products are among the advanced products of international journals and are not inferior.
Laptop Bag,Briefcase Carrying Bag Compatible Cover,Printable Logo Laptop Gift Bag,Tablet Briefcase Carrying Bag Compatible
TAIZHOU ORCHIDLAND IMPORT&EXPORT CO.,LTD , https://www.orchidlandgifts.com