张静庐与《中国文学珍本丛书》的出版

Zhang Jinglu and the Series of Rare Books in Chinese Literature

《中国文学珍本丛书》于1935年9月开始出版, 1936年10月止,是上海杂志公司业务由专门售卖杂志向图书出版转向的重要标志之一。该丛书主编施蛰存,发行人张静庐,从主编到编委、校对,当时文坛的大批名人都参与了丛书的编辑出版活动。丛书出版发行由张静庐主持,按照股印的方法共出版50种;在发行方式上,张静庐综合运用报纸、杂志等宣传手段,以图书生命周期为依据,因时制宜,在全国18个地区进行发售。与"一折八扣书"相比,丛书鲜明表现出"珍本大众化""丛书杂志化"的特点,在编校质量、排版印刷、装帧设计、明码标价方面超越了"一折八扣书"。此外,丛书自出版广告付印起便成为小品文论战的"靶子",被卷入20世纪30年代的小品文论战中,丛书的影响力和关注度因此增加,销售量也进一步得到提升。

The publishing of the Series of Rare books in Chinese Literature lasted from September 1935 to October 1936.It was one of the important signs for the transition of Shanghai Magazines Company from a magazine seller to a publisher.Shi Zhecun was the editor-in-chief of the series.Besides,the editorial board members and proofreaders of the series were well-known intellectuals at the time.The publishing and distribution of the series was in the charge of Zhang Jinglu,and it consisted of 50 types.In terms of the way of distribution,Zhang Jinglu sold these books in 18 regions of the country with targeted promotional means such as advertising in newspapers and magazines and based on the life cycle of the books.Compared with the books at a big discount,the Series clearly shows the characteristics of'popularization of rare books'and'magazine-featured book series'.It outstrips the'discounted books'in editing&proofreading quality,typesetting and printing,graphic design and marked pricing.In addition,since its advertisement came out,the series has become the'target'of the essay debate in the 1930 s,which enhanced its influence and drew more attention,thus further increasing the sales.