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陆小华先生在他的新书《整合传媒》里提出一个新颖的观点:财经类杂志卖的是“见识”,这区别于报纸的主要卖“信息”。我觉得,陆先生的这个观点是做杂志的人很愿意相信而又不太敢相信的。传媒人永远是旁观者,总是置身事外的,这样的人怎么会比“业内人士”更有见识?起码我是不太敢相信。譬如本期封面文章做的是跨国公司,其中一个最重要的内容是中国政府对跨国并购的新一轮管制放松可能会给跨国公司及国内企业带来哪些商业机会。在搜集资料的过程中,看到国内一些证券公司就这方面内容做的研究报告,我感觉,其掌握之全、见识之高、决非一个财经记者所能企及,无论这个记者怎么优秀。
Mr. Lu Xiaohua put forward a novel idea in his new book, “Integrated Media,” that financial magazines sell “knowledge,” which is different from the newspaper's main selling “information.” I think Mr. Lu's view is that magazines are very willing to believe but not to believe it. The media people will always be onlookers, always out of the ordinary, how such a person than “insiders” more knowledgeable? At least I can not believe it. For example, the cover article of this issue is about multinational corporations. One of the most important contents of this issue is the possible commercial opportunities that the Chinese government may bring to multinational corporations and domestic enterprises through a new round of regulatory easing over cross-border mergers and acquisitions. In the course of collecting information, I have seen some research reports conducted by some domestic securities companies on this aspect. I feel that the mastery of the whole and the high level of knowledge is by no means a financial reporter, no matter how excellent this reporter is.