从《星期柒新闻周刊》看报纸周末版变革创新
发布时间：2018-11-11 18:52
【摘要】：从历史上看,我国报纸周末版的革新经历了兴起、高潮和调整三个阶段。现如今的报纸周末版市场陷入低潮,存在三个巨大的反差：一是国内报纸周末版的萧条与欧美星期天刊的繁荣形成的反差；二是报纸周末版的“薄”与工作日版的“厚”形成的反差；三是现在周末版的萎靡不振与上世纪90年代兴盛局面形成的反差。 《星期柒新闻周刊》正是在周末版市场萧条的背景下兴起、发展起来的。2008年1月20日,《现代快报》进行改版,推出11个版面的《星期柒新闻周刊》；2009年2月8日,《星期柒新闻周刊》从《现代快报》独立出来,成为相对独立的品牌。 《现代快报》创办《星期柒新闻周刊》,既是应对南京报业市场同质化竞争的重要举措,也是革新报纸周末版的有益尝试。作为报纸周末版的新形态,《星期柒新闻周刊》采取了哪些不同以往周末版的革新措施?报纸周末版的未来又将如何发展?这些问题正是本文所关注和尝试解决的。 本文首先回顾了我国报纸周末版的革新历史,为后续的研究提供史实依据。然后分析了《星期柒新闻周刊》的革新特点,指出其存在的不足。最后,笔者从宏观的视角,对周末版革新的原因进行了分析,对周末版革新的策略和目标进行了较为深入的思考。 市场和功能的双重缺失是周末版市场不景气的重要原因,充实内容、改变发行模式、培养读者阅读习惯应是周末版的革新方向。渐进性创新和突破性创新两大策略各有优劣,报纸周末版不能单纯追求发行量,而应将影响力作为革新的目标。
[Abstract]:Historically, the innovation of Chinese newspaper weekend edition has experienced three stages: rise, climax and adjustment. Nowadays, the market for weekend edition of newspapers is in a low ebb, and there are three big contrasts: one is the contrast between the depression of weekend edition of domestic newspaper and the prosperity of European and American Sunday newspaper; The second is the contrast between the "thin" and the "thick" of the weekend edition of the newspaper, and the contrast between the slump of the current weekend edition and the prosperous situation in the 1990s. "Weekly Newsweek" is exactly in the weekend edition market depression background rise, develops. January 20, 2008, "Modern KuaiBao" carries on the revision, launches 11 pages "week Qi Newsweek"; On February 8, 2009, Weekly Newsweek became a relatively independent brand from Modern KuaiBao. The establishment of "Weekly" by Modern KuaiBao is not only an important measure to deal with the homogeneous competition in Nanjing newspaper market, but also a beneficial attempt to reform the weekend edition of the newspaper. As a new form of the weekend edition of the newspaper, what innovative measures have been taken by Newsweek to differ from the previous weekend edition? How will the weekend edition of the newspaper develop in the future? These problems are the focus of this paper and try to solve. This paper first reviews the history of Chinese newspaper weekend edition innovation and provides historical evidence for further research. Then it analyzes the innovation characteristics of Weekly Newsweek and points out its shortcomings. Finally, the author analyzes the reasons of weekend edition innovation from the macro angle of view, and gives a deep thought to the strategy and goal of weekend edition innovation. The double lack of market and function is an important reason for the depression of the weekend edition market. The innovation direction of weekend edition should be to enrich the content, change the distribution mode and cultivate readers' reading habits. Progressive innovation and breakthrough innovation have their own advantages and disadvantages. Newspaper weekend edition should not simply pursue circulation, but should take influence as the goal of innovation.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G213
本文编号：2325801
[Abstract]:Historically, the innovation of Chinese newspaper weekend edition has experienced three stages: rise, climax and adjustment. Nowadays, the market for weekend edition of newspapers is in a low ebb, and there are three big contrasts: one is the contrast between the depression of weekend edition of domestic newspaper and the prosperity of European and American Sunday newspaper; The second is the contrast between the "thin" and the "thick" of the weekend edition of the newspaper, and the contrast between the slump of the current weekend edition and the prosperous situation in the 1990s. "Weekly Newsweek" is exactly in the weekend edition market depression background rise, develops. January 20, 2008, "Modern KuaiBao" carries on the revision, launches 11 pages "week Qi Newsweek"; On February 8, 2009, Weekly Newsweek became a relatively independent brand from Modern KuaiBao. The establishment of "Weekly" by Modern KuaiBao is not only an important measure to deal with the homogeneous competition in Nanjing newspaper market, but also a beneficial attempt to reform the weekend edition of the newspaper. As a new form of the weekend edition of the newspaper, what innovative measures have been taken by Newsweek to differ from the previous weekend edition? How will the weekend edition of the newspaper develop in the future? These problems are the focus of this paper and try to solve. This paper first reviews the history of Chinese newspaper weekend edition innovation and provides historical evidence for further research. Then it analyzes the innovation characteristics of Weekly Newsweek and points out its shortcomings. Finally, the author analyzes the reasons of weekend edition innovation from the macro angle of view, and gives a deep thought to the strategy and goal of weekend edition innovation. The double lack of market and function is an important reason for the depression of the weekend edition market. The innovation direction of weekend edition should be to enrich the content, change the distribution mode and cultivate readers' reading habits. Progressive innovation and breakthrough innovation have their own advantages and disadvantages. Newspaper weekend edition should not simply pursue circulation, but should take influence as the goal of innovation.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G213
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