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无论在读者心目中或是业内人士的评价中,《读者》都是当之无愧的中国第一期刊。《读者》于2003年10月和11月,连续两个月发行量突破八百万份,稳居全国九千多种期刊发行量的首位;据世界期刊联盟认定,居世界综合类期刊第四位。围绕《读者》已经发生了太多颇具传奇色彩的故事,关心传媒业的人都试图解读它的曲折经历和成功经验。在此,笔者主要从品牌创立和经营的角度解
In the minds of readers or in the evaluation of the industry, “readers” are well-deserved China’s first journals. In October and November 2003, the readership exceeded eight million copies in two consecutive months, ranking the first place among over 9,000 journals in the country. According to the World Federation of Journals, it ranks the fourth in the world in periodical journals Bit. Too many legendary stories have taken place around the “reader,” and everyone who cares about the media industry tries to interpret its twists and turns and its successes. Here, I mainly from the brand creation and management point of view