当"名刊"遇见"名报":《新青年》在《申报》上的广告运作  

Joining Hands as China's Most Prestigious Publications:Promoting New Youth on Shenbao

作　　者：张宝明[1] Zhang Baoming

机构地区：[1]河南大学历史文化学院

出　　处：《近代史研究》2024年第3期69-86,M0004,M0005,共20页Modern Chinese History Studies

基　　金：国家社会科学基金重大项目“五四运动百年记忆史整理与研究”(18ZDA201)的阶段性成果。

摘　　要：《新青年》和《申报》都是近代重要刊物,并在广告运作中得以结缘.在众多媒介中,《申报》作为《新青年》三家"广告主"的共同选择,其不仅对《新青年》的成名起到一定助推作用,而且也见证了启蒙者在广告运作中矢志不移的坚守.五四期间,《新青年》广受市场热捧,《申报》广告也不失时机地扩大宣传,进一步推动了《新青年》的成名和启蒙传播.随着《新青年》声名鹊起,其本身的品牌形象也引起其他商业主体的纷纷效仿,并借助《新青年》的"字号"广泛传播,成为名刊与名报的另一种"结缘".在《新青年》停刊后,《申报》的广告业务中虽缺少了这份名刊的参与,但《申报》的字里行间依旧闪熠这份名刊的思想光环.New Youth and Shenbao,influential publications shaping public opinion during the modern era,forged a strong alliance through New Youth's promotional initiatives within Shenbao's pages.Serving as a trusted advertiser,Shenbao played a pivotal role in amplifying New Youth's reach across China and bore witness to the unwavering commitment of the nation's enlightened thinkers.The May Fourth Movement marked a turning point as New Youth surged in popularity,largely due to Shenbao's strategic promotions.As New Youth's influence grew,other publications sought to emulate its success,with some even aligning themselves with New Youth voluntarily.Despite New Youth's eventual ban,its legacy endured through the pages of Shenbao.

关 键 词：《新青年》 《申报》 广告运作 群益书社 新青年社 

分 类 号：K82[历史地理—历史学]