新时期农业科普期刊办刊理念的转变——以《新农业》杂志为例

On the Operation Concept Change of Agricultural Popular Science Journals——the Magazine of New Agriculture Taken for Example

自20世纪八九十年代出现阶段性辉煌后,农业科普期刊逐渐走向低谷。40年老刊《新农业》杂志近几年积极探索发展新路,办刊理念从服务农业生产向服务新农村建设转变、从服务传统农业向服务发展现代农业转变、从待时向聚势转变、从独立经营向合力经营转变、从自我关门办刊向社会开放办刊转变,在刊物内容上拓展"面",在报道方式上集中"点",在环境营造上聚合"势",在经营发行上建设"渠",在资源整合上开发"人",扭转了刊物整体持续下滑的被动局面,刊物质量、主要经营性指标和社会影响实现了较大跨越。实践证明,农业科普期刊传统的办刊理念已不适宜于农村政治、经济、社会的发展进程,这或许正是其衰落的根本原因。农业科普期刊必须审时度势,从宏观环境着眼,以科学、理性的态度重新审视自己,转变办刊理念,捋清发展思路,才能伴随中国农业和农村经济发展迎来新的上升期。

Agricultural science journals began to go downhillin in the 1980s and 1990s.In such a situation,in recent years the magazine of New Agriculture has been trying to seek a new developmentway： It has changed from serving agricultural production to serving the New Countryside Building,from serving traditional agriculture to serving modern agriculture,from just waiting for opportunities to accumulating strength,from independent operation to joint operation,and from running in a close way to running in an open way.In addition,it has made the magazine content broader and richer,the covered focal points stand out,the creation of magazine-running environment able to get powers and influences together,the publishing channel unblocked and diversified,and the value of talents fully exploited.All the efforts have helped the magazine successfully reverse the passive trend of years of continually going downhill and realize a great-leap-forward development in the aspects of magazine quality,main magazine-running indexes and social influence.Practice has proved that the traditional journal-running concept for the current agricultural popular science journals is no longer suitable for the development of current rural politics,economy and society,which may be the root cause of these journals going downhill.Agricultural popular science journals are thought ought to judge the hour and size up the situation,examine themselves from the perspective of macro-environment in a scientific and rational way,try to change their concept on running a journal,and put into shape their ideas on development.Only so will they go into a rising period with the Chinese agricultural and rural economic development.