伴随新世纪初叶高扬的文化改革旋律,涵盖书、报、刊,电视、音像、电子出版,网络、商标、软件等内容的大出版时代在中国加入WTO前夕亮出底色。作为文化先锋队、党和政府喉舌的中央新闻传媒对大出版的内涵和社会意义有更敏锐的眼力和强烈的挖掘意识,早已付诸行动——人民日报社、新华社、光明日报报业集团、经济日报报业集团等不仅办有自己的出版社,而且利用资源、资金、技术优势,承揽社会书报刊印刷业务,办书店等等,加大对出版业的渗透力度。那么,其他中央级新闻传媒如何在大出版浪潮中大显身手?中央级综合性大报、我国历史上第一张面向全国农村发行的报纸《农民日报》作出了新的探索。该报以对其印刷厂的改革和发展为切入点,强化报纸印刷能力,提高出版物印制质量,同时利用场地、人员、资金、技术优势,引进新设备,大举向书刊印刷业进军。2001年7月3日,这家党报以联谊形式,在京举办新设备正式投产仪式,向首都各新闻、出版单位及社会各界抛出橄榄枝,向与会嘉宾展示 Accompanying the melody of cultural reform that began in the new century, the publishing era covered books, newspapers, periodicals, television, audio-visual, electronic publishing, internet, trademark, software and so on. As a pioneer of culture, the central news media, the mouthpiece of the party and government, has acted more keenly and intensively on the connotation and social significance of publishing. People’s Daily, Xinhua News Agency and Guangming Daily Newspaper Group , Economic Daily Newspaper Group, etc. not only do have their own publishing houses, but also use resources, capital, technological advantages, contract social books and periodicals printing business, bookstores, etc., to increase penetration of the publishing industry. So, how do other central-level news media work in the grand wave of publishing? The comprehensive newspaper at the central level has made a new exploration in the history of China’s first newspaper, Peasant Daily, which is distributed nationwide in rural areas. The newspaper started with the reform and development of its printing press, strengthened the ability of newspaper printing and improved the printing quality of publications. At the same time, the newspaper made use of space, personnel, capital and technological advantages to introduce new equipment and vigorously march into book printing. On July 3, 2001, this party newspaper formally put into production the new equipment in Beijing in the form of association, giving an olive branch to all the news and publishing units in the capital and to all walks of life