上海《妇女杂志》“离婚问题号”的编辑策划与影响

Editorial Planning and Effects of the"Divorce Issue Album"of Women's Magazine in Shanghai

“离婚问题号”是《妇女杂志》改革后商业化运作成功的典范,它在启蒙和生意两个层面都取得了显著成绩。此次编辑策划之所以如此成功,是因为章锡琛切中了时代脉搏,利用志同道合之士积聚的文化权势,积极回应知识青年关注的婚恋问题,不仅占据了思想启蒙的文化高地,而且以此助推了销售市场的拓展。不过,其成功的背后也孕育着危机,为章锡琛日后卸任埋下了伏笔。文化产品的商业策划,不仅要关注先进国家的发展态势,更要立足中国以贴合本土实际的经验解答时代之惑,这是期刊编辑发行获得持久生命力的密钥。

The"Divorce Issue Album"is a model of the successful commercial operation of Women's Magazine after its reform.It has achieved significant results in both enlightenment and business aspects.The reason why the editing plan is so successful is that Zhang Xichen caught the pulse of the times,utilized the cultural power accumulated by like-minded individuals,and actively responded to the marriage and love issues of knowledge youth.Not only did he occupy the cultural highland of ideological enlightenment,but also he helped expand the sales market.However,behind his success is also a crisis,laying the groundwork for Zhang Xichen's future resignation.The commercial planning of cultural products should not only pay attention to the development trend of advanced countries,but also should be based on China to answer the doubts of the times with local practical experience.This is the key to the sustained vitality of journal editing and distribution.