组织、流通与互动:《向导》周报的发行研究

Organization,Circulation,and Interaction:A Study on the Distribution of the Weekly Guide

新民主主义革命时期,中国共产党党报承担着宣传政治主张、动员革命力量、维系组织构建等重要作用。《向导》周报是中国共产党创办的第一份中央政治机关报,也是当时发行量最大的中共党报之一,其发行实践奠定了那个特殊历史时期中共党报党刊发行的核心基因。《向导》周报从创刊之初就明确党领导发行的方针,将发行纳入党的组织工作体系,既依靠组织发行,又服务于党的组织与宣传工作,构建了灵活多样的发行方式及以读报效果为导向的推广模式。组织化和多元化的发行制度和模式不断发展完善,成为中国共产党在新闻宣传阵地上攻坚克难最有力的法宝之一。

The distribution work is the blood of the organization during the revolutionary period,so whether the Party newspapers and periodicals can circulate in the"hard situation"is related to the life and death of revolu⁃tion.The weekly Guide is the first central political organ newspaper founded by the CPC,and also one of the Party newspapers with the largest circulation during the new democratic revolution of our Party,so its publication and dis⁃tribution practice is the epitome of the early newspaper distribution work of the CPC,and also establishes the core gene of the publication and distribution of Party newspapers and journals of the CPC.Since its inception,the weekly Guide has clearly defined the policy of Party leadership in publication and distribution,and incorporated publication and distribution into the Party's organizational work system,for it not only relies on organizational dis⁃tribution,but also serves the Party's organizational and publicity work,thus constructing a flexible and diverse dis⁃tribution method and a promotion model oriented towards newspaper reading effectiveness.This kind of organized and diversified distribution system and mode,which has been continuously developed and improved during the new democratic revolution,has become one of the most powerful magic weapons for our Party to overcome difficulties in the press and publicity domain.