从“有效发行”到“有效阅读”及“有效生产”——论报纸内容产品经营思路的调整

From "Effective Issue" to "Effective Reading" and "Effective Production"——On Management Ideas Adjustment of Newspaper Content Product

"有效发行"论弱化了报纸的社会效益,割裂了生产环节和消费环节,应该进行修正。报纸内容产品经营应从生产、销售、消费这一完整流程来审视,尽可能做到"有效发行"、"有效阅读"、"有效生产"的有机统一。"有效发行"的适用对象,既要考虑报社,也要考虑读者和广告商;"有效发行"的评价标准,既要看经济效益,更要看社会效益;"正发行"的报纸也要重视有效发行。"有效阅读"是报纸广告投放的重要参数,在测度有效阅读时,应兼顾阅读率和满意度双重指标。"有效生产"不仅要从报纸的物质生产环节尽可能减少废报、退报,而且要从精神生产环节尽可能避免无效阅读。

＂Effective Issue＂ theory weakens social benefits of newspaper and dissevers the production and consumption, so it should be modified. Newspaper content product operation should be on a complete process including production, sale and consumption, and realize the organic unity of ＂effective issue＂, ＂effective reading＂ and ＂effective production＂. To the applicable targets of effective issue, we should consider not only the newspaper but also readers and advertisers; to its evaluation criteria, we should consider beth the economic benefits and social benefits. We should attach importance to effective issue of on - issuing newspapers. ＂Effective reading＂ is an important parameter of newspaper advertising. When measuring effective reading, we should consider double index of reading rate and satisfaction. ＂Effective production＂ should be realized not only from the newspaper material production links as to reduce waste newspaper and refund as possible, but also from the spiritual production links to avoid invalid reading.