马克思报刊经营策略研究——基于《新莱茵报》原始文献的考察

Marx’s Management Strategy and Practice of Media Enterprises

主持《新莱茵报》是马克思和恩格斯唯一一次完全掌握了报纸编辑权和经营权的新闻实践,在1848年革命中发挥了重要作用。《新莱茵报》一直面临着经济和政治的双重压力,如果只强调政治环境的影响,则不能完整理解该报的处境和立场。文章从报刊经营的角度去考证解读,以此作为研究《新莱茵报》的有益补充。面对资金短缺、激烈竞争、盈利压力等市场问题,马克思以市场规律制定经营策略,并得到市场认可。这是报刊在政治上成功的基础和前提。

The Neue Rheinische Zeitung is the only journalism practice in which Marx and Engels completely mastered the editorial and management rights of the newspaper. The NRZ played an important role in the revolution of 1848. During the whole process of its establishment and operation, the NRZ has been facing the dual pressure of economy and politics. If the research only emphasizes the influence of the political environment on the NRZ, it is impossible to fully understand the situation and position of the NRZ, especially in the early days of the newspaper. This article examines and interprets it from the perspective of newspaper management, which is a useful supplement to the study of the NRZ. In the course of operation, the NRZ faced the shortage of funds, fierce competition, and pressure to make profits. Marx formulated business strategies based on market rules, and operated the NRZ as a media enterprise and was recognized by the market, which is the basis and premise of the political success of the press.