选题策划要高度重视新兴读者群体的需求

The Demands of the Newly-Emerged Reader Groups Should be Highly Emphasized on Topic Selecting and Themes Plotting

20世纪90年代以来,我国图书市场的读者群体日益分化、细化,形成了传统读者群体和新兴读者群体的差别。与之相适应,图书选题策划工作乃至整个图书、报纸、期刊的编辑、出版、发行工作都要进行相应的改变,即必须处理好传统读者群体与新兴读者群体之间的关系,在进一步满足传统读者群体需求的同时,要高度重视新兴读者群体的需求。具体来说,要高度重视并及时地满足由新兴社会阶层、新兴社会群体转化而来的新兴读者群体的需求;要满足农民读者的需求;要精心呵护女性读者的需求;要对老年读者的需求给予应有的关照;要有针对性地开发一些面向中年读者的图书品种;要密切关注网上读者需求的动向。在坚持出版导向的前提下,选题策划者要树立“市场就是财富,读者就是效益”的观念。

The book markets in our country have taken and are taking great changes in their reader groups since thereform and open policy, in 1990’s. That is, the readers have been getting more split up and more specialized. Thus thedifferences between the traditional reader groups and the newly-emerged ones have been formed. Accordingly, thereshould also be some changes in topice selecting and themes plotting, even those in editing, publishing and distributingbooks, magazines and periodicals; Namely, the relationship betwwen these two groups must be delt well with. Specialemphasis should be laid on the new reader groups while further meeting the demands of the traditional ones. To be specific,strong emphasis should be put on insfantly meeting the demands of the new reader groups converted and evolved from the newly-emerged social classes and social groups, And, we should meet the demands of the peasantry readers, Cater to the demands of thefemales, give due attention to the demand of the old, accordingly develop new varieties of books and keep a close eye on the"likes" tendecy of the middle-aged readers on the internet. On the premise of sticking to correct guidance on publishing, the selec-tor and plotters should keep the conception of "Market means wealth, and Readers, Efficiency".