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媒介品牌的建立是一种文化的坚守,思想的积淀,创新的展示,读者的口碑。本文以浙江日报报业集团旗下《共产党员》杂志为例,探讨党建刊物提升影响力的品牌路径。浙江《共产党员》杂志创办于1958年,经过50多年的发展,从一本32开本、几万份发行量的初级党刊,成长为拥有50多万读者的成熟党建指导性刊物。近年来,通过实施品牌战略,整合组织、宣传、新闻资源优势,打造三刊一网平台,即《共产党员》《非公企业党建》《宣传半月刊》、中国非公企业党建网,影响力半径从浙江省内扩大到全国。
The establishment of the media brand is a culture of perseverance, the accumulation of ideas, innovative display, the reader’s reputation. This article takes “Communists” magazine of Zhejiang Daily Newspaper Group as an example to explore the brand path of the party publication to enhance its influence. Zhejiang Communists magazine was founded in 1958, and after more than 50 years of development, it has grown into a mature party-building guidance publication with more than 500,000 readership from a primary party magazine with 32 copies and tens of thousands of circulation. In recent years, through the implementation of brand strategy, integration of organization, publicity, news resources, to create a platform for three print network, that is, “Communists” “non-public enterprise party building,” “publicity semimonthly,” China Non- From Zhejiang Province to expand to the whole country.