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报业的竞争,说到底是人才和办报质量的竞争。党报,特别是地市级党报,在竞争中如何拓展自己的市场空间,是靠价格大战或高额回扣式的恶性竞争,还是靠办报质量去赢得读者的良性竞争?回答当然是后者。党报既要毫不动摇地按照江泽民同志“三个代表”重要思想的要求,坚持“为人民服务,为社会主义服务”的方向,无条件地宣传党的主张;又要改变过去“传播者本位”的灌输式做法,努力强化“读者本位”意识,在“读者喜欢什么”、“想知道什么”上做文章。那么,怎样才能处理好坚持党性原则与满足读者需求的关系,笔者以为,应在以下三个方面下功夫。
The competition in the newspaper industry is, in the final analysis, the competition between the quality of qualified personnel and the quality of the newspaper. Party newspaper, especially the municipal party newspaper, in the competition how to expand their market space, is the price war or high rebate-style vicious competition, or rely on newspaper quality to win the readers of the healthy competition? The answer is of course the latter. The party newspaper must unswervingly follow the requirements of Comrade Jiang Zemin’s important “three represents” thinking, adhere to the principle of “serving the people and serving socialism” and unconditionally propagate the party’s proposition. At the same time, it is necessary to change the past “communicator-based” Instilled into practice, and strive to strengthen the “reader-based” awareness, in the “readers like what”, “want to know what” on an issue. So, how to deal with the relationship between the principle of party spirit and the needs of readers, I think we should work hard in the following three aspects.