今年以来,纸价猛涨、人力成本上升,种种因素使报业经营成本直线增长,并最终促成新世纪以来波及面最广的报纸涨价潮。涨价潮背后,是中国报业面临的深层困境:新媒体勃兴使受众流失、广告增幅减少及至总量下滑,原有定位和发展模式有待重新调整。这样的背景下,发行如何坚守阵地、保持影响、谋求发展?报业怎样走出对广告的绝对依赖,从报业经营,甚至文化产业的高度重新审视发行?大变化需要大智慧。 Since the beginning of this year, with soaring paper prices and rising labor costs, various factors have caused a straight-forward increase in newspaper operating costs and eventually contributed to the tide of rising newspapers covering the broadest dimension in the new century. Behind the price hike is the deep dilemma faced by China’s newspaper industry: the new media boom has caused the loss of audiences, the decrease of advertisements, and the decrease of the total amount. The original positioning and development mode needs to be readjusted. Under such a background, how should the issuer stick to its position and influence and seek development? How can the newspaper industry emerge from its absolute dependence on advertising, and reexamine the issuance from the perspective of the newspaper industry or even from the perspective of the cultural industry? Major changes require great wisdom.