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报刊业和其他行业一样,在建立社会主义市场经济体制的新形势下也面临着机遇和挑战。问题在于,报刊不同于一般行业,对待机遇和挑战的对策也和许多行业不一样,有其自身的特性和规矩。这个一样和不一样,要求从事报刊宣传工作的同志在实行市场经济中处理好变与不变的关系。《半月谈》系列刊物从1992年下半年起经历了新形势的考验,目前的订户仍达650万之众,高居全中国、全亚洲刊物发行量第一位。同行们对“半月谈现象”再一次进行探究:它为什么能立于不败之地。做到长办常新赢得读者? 如果说有什么谜底的话,想来复杂也简单,那就是面对着迅速涌起的市场经济浪潮,我们《半月谈》杂志社确定了把握自己刊物应变的明确的指导思想。这个指导思想可以用一副对联表示:上联是“以变随变适应市场经济新形势”,下联是“变而有度发扬本刊好传统”,横批是“万变不离其宗”。围绕着这副对联阐释一下《半月谈》的编辑思想和一些做法,对我们的同行和刊物的读者或许不是多余的。
As in other industries, the newspapers and periodicals also face opportunities and challenges under the new situation of establishing a socialist market economic system. The problem is that newspapers and periodicals are different from the general industry. The measures to deal with the opportunities and challenges are different from those in many industries and have their own characteristics and rules. This is the same and different, requiring comrades engaged in press propaganda work to deal with changing and unchanged relations in the implementation of a market economy. Since the second half of 1992, the “Halfmoon Talk” series of publications has undergone the test of the new situation. At present subscribers still reach 6.5 million, ranking the first among all the circulation of publications in Asia. Our colleagues once again explored the “half-moon talk phenomenon”: Why can it remain invincible? If you have any answers, think complex and simple, that is, in the face of the surge of market economy, we have half-moon talk magazine identified to grasp the strain of their publications clear guiding ideology. This guiding principle can be used as a pair of couplets, saying that the affiliation is “adapting itself to the new situation of the market economy” and the “affiliation” is “changing the degree and carrying forward the good tradition of this magazine”. It is probably not redundant for our readers and readers to elaborate on the editorial thoughts and practices of “Half Moon Talk” around this couplet.