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针对我国科技期刊出版业面临的现状,以《森林防火》杂志为例,从利用品牌广告厂家的科研、生产条件,改善编辑人员的专业知识结构;利用长期发布广告的品牌厂家,强化或匡正期刊的定位;促进办刊质量与广告经营的良性循环;拓展期刊学科领域的核心受众面和辐射受众面;切合生产实际,合理设置期刊的栏目和内容;在现有体制下,探索和建立期刊市场化的运营机制,提升期刊的品牌影响力等方面论述了科技期刊广告经营对办刊的具体影响。
In view of the status quo of publishing industry of Chinese sci-tech periodicals, take “Forest Fire Prevention” magazine as an example, from the use of brand advertising manufacturers scientific research, production conditions, to improve the professional knowledge structure of editors; use long-term advertising brand manufacturers to strengthen or correct periodicals ; Promote the virtuous circle of journal quality and advertising management; expand the core audience and radiation audiences in the discipline field of journals; meet the actual production and set the periodical columns and contents reasonably; explore and establish the periodical market under the current system The operational mechanism of promoting the journals, the brand influence of journals and so on, discusses the specific impact of advertising journals on journals.