新闻本位与医家办报:民国时期《越华报》的内容经营探微

News-based Idea and Doctor-operating Newspaper:Study on Yuet Wa Po Content Management

作为民国时期广州发行量和影响力最大的民营报纸,《越华报》的经营业绩代表了当时广州报业发展的最高水平,尤其是其内容经营理念可谓独树一帜。本文通过对《越华报》社会新闻和医事卫生栏目的梳理与分析,试图还原该报内容经营的概貌与特征。研究发现,坚守新闻本位理念使《越华报》成为广受大众欢迎的"新闻纸",秉承医家办报策略是该报实行差异化战略聚合品牌效应的竞争利器。

As a most influential private newspaper with the highest circulation in Guangzhou during the Republic of China,Yuet Wa Po symbolized the highest level of Guangzhou newspaper industry at that time,especially its content management was distinguished among the newspapers.This article takes Yuet Wa Po as a survey center,and intends to present the overview and features of its content management by focusing on the social news and medical affairs and hygiene.The study indicates that the news-based idea and the strategy of doctor-operating newspaper are the keys to succeed in the fiercely-competitive newspaper market.