办好报纸周刊的理论与实践  

The Theory and Practice about How to Manage Newspaper's Weekly

作　　者：吴辉[1] 

机构地区：[1]江西财经大学人文学院,南昌330013

出　　处：《出版科学》2013年第2期23-26,共4页Publishing Journal

摘　　要：用质量过剩和搭配销售理论分析一报多刊现象。报纸质量过剩和搭配销售都难以避免,但如果搭配销售的比重过高,就将影响报纸形象,对报纸产生不利影响。当前报纸周刊存在的问题是广告多而内容质量低,导致较严重的搭配销售。要办好报纸周刊,就必须想方设法降低搭配销售的比率。第一要把周刊做"厚",丰富报纸内容,增加深度分析,使广告适当"稀释",为此需要配置较强的采编力量;第二要照顾不同读者群的共同兴趣,提高周刊阅读率,稳定读者群体。The author analyzed the ＂one newspaper publishing several weekly＂ phenomenon by the theory of Quality Surplus and Tie-in-Sale in this article. For newspaper, quality surplus and tie-in-sale are necessary, but too high rate of tie-in-sale means bad image and it is harmful to market. For newspaper weekly, the current problem is too much ads and bad contents, which result in severe tie-in-sale. The strategy to publish a good newspaper weekly is low the rate of tie-in-sale by all means. Firstly, publishing a ＇~hick＂ weekly with abundant contents and more depth articles and fewer ads, and to do this there must be more excellent reporters and editors. Secondly, taking the common interest of different reader groups into consideration to enhance the reading rate of weekly and stabilize the audience.

关 键 词：报纸 周刊 质量过剩 搭配销售 

分 类 号：G237[文化科学]