The First Fishing "zhoushan" Perspective

Zhoushan, a city with nearly 1,000 islands, is the only city in China which is set up just for its archipelago. It is an important national defense fortress as well as one of the four domestic fishing grounds. Zhoushan Daily has a history of over 50 years, basically characterized by a distinctive ocean style. Nowadays, it has become the common understanding to run a newspaper restrictively. However, the predecessor of Zhoushan Daily, i.e. Zhoushan Newspaper, established the first national fishery newspaper named Pure Fishery Newspaper for promoting the progress of arts and sciences and the development of a flourishing socialist culture in 1956. This year saw a sharp increase in sales of the newspaper. In a short time, the volume of distribution was twice as big as it had been at the beginning of its establishment. Furthermore, subscribers from other places make up one fourth of the total subscription. Two years later, the volume of distribution amounted to over 10,000 copies. This was a considerable figure for a local newspaper, as the population of Zhoushan City was just over 590,000 at the time.Successful practice provides examples for the development of theory. On the basis of Journalism and Communication, the writer analyzes the running model of Pure Fishery Newspaper, its layout, management concept, and its profound influence, through introducing related leading theories on geography of media, ecology of media, and management of media. Part One gives a general introduction to the running process of Zhoushan Daily in 1950s and 1960s. Part Two analyzes the origin and influence of Pure Fishery Newspaper from the viewpoint of ecology of media. Part Three gives an analysis of its running model, characteristics of its content, and the layout, on the basis of geography of media. Part Four discusses its management concept, from the perspective of management of media. Part Five is the conclusion and evaluation, that is, the first national fishery newspaper is characterized by its distinctive ocean features, and attaches great importance to criticism and that the masses run the newspaper. It is a bold practice of restrictively running a local newspaper into a national specialized one, and a successful example to realize a "seamless link" between party newspapers and specialized ones.