以“概念”引领趋势——论《新周刊》的生存策略

Leading the Tendency by “the Concept”:The New Weekly's Survival Strategy

《新周刊》是中国本土传媒人创办、以本土社会生活资讯为主体的杂志,经过十年摸索,《新周刊》确定了“观点供应商、视觉开发商、资讯整合商、传媒运营商”的基本定位。“观点供应商”是《新周刊》其他三个定位的前提。《新周刊》通过制造具有相当概括力的概念来反映中国社会、经济、文化的发展趋势,表达它对中国社会的意见与见识,从而在读者心目中建立了独一无二的地位,迅速获得了良好的生存、发展空间。

The New Weekly, run by the local media of China, is a magazine which contains the information about native social life. After 10 years＇ exploration, it has set its orientations of ＂viewpoint supplier, vision developer, information collector, and media operator＂, with the first considered as the precondition of the other three. The New Weekly has established its unique position in the heart of readers and has soon obtained favorable room for its survival and development, through creating the concept to reflect the tendency of the Chinese society, economy and culture, and to express its views on the Chinese society.