看林语堂如何打造畅销刊物

How Lin Yutang Exceled in Making the Best Sellers

20世纪30年代,林语堂创办和主编《论语》《人间世》《宇宙风》,从合作出版,到承包方式,再到自办发行,用不到四年时间走完了半个世纪后期刊市场化30多年的历程。林语堂顺势而为、苦心经营,创造性地处理了"有益"与"有味"、"高雅"与"通俗"的关系,成功打造了三个畅销刊物,在中国现代出版史上写下浓重的一笔,是新文学期刊正式与市场接轨的一段重要历程,也是留给今天出版界的一份宝贵的精神财富。

In the 1930s,Lin Yutang launched three magazines,namely Lun Yu,Ren Jian Shi and Yu Zhou Feng,and he was the editor-in-chief.Within less than four years,Mr.Lin changed from co-publishing to contracting and finally to self-issuing.Five decades later,the market-orientation drive of Chinese periodicals walked onto the same track but took more than three decades.Following the trend at that time,Mr.Lin ran the three magazines with painstaking effort and handled the relationship between"beneficial"and"interesting","highbrow"and"lowbrow"in a creative way.Thus,he successfully made three best sellers,and wrote a glorious page in China’s modern publishing history.During this period,new literary periodicals realized formal connection with the market.Lin Yutang left precious mental wealth to the publishing industry of today.