《良友》画报的自主发行模式

Study on Young Companion’s distribution mode

本文分析了民国时期大型画报《良友》从1926年至1937年间的分销模式及发行策略。在国内政局尚不稳定、出版发行市场尚不成熟的背景下,《良友》作为一份商业性画报,自主建立起一个立体、分层、遍布海内外的市场化分销体系,发行量稳定在较高水平,其发行模式对于今天依然具有一定启示意义。

This paper analyses the distribution mode and strategies of the synthetic pictorial Young Companion during 1926-1937. At that time, the unification of the nation had not been virtually achieved, domestic political situation had not been stable and the publishing market had not been ripe. In this context, the Young Companion, as a commercial pictorial, established a multidimensional and layered commercial distribution system which reached domestic and overseas markets. Its circulation was kept on a high level. The distribution mode of Young Companion provides enlightenment for today＇ s publishing market.