Propaganda,Promotion And Marketing:A Research On Publishing Weekly(1934-1937)

The Commercial Press as the first modern publishing institution in China,for more than a century,it took "Flourishing education,open the wisdom of the people"as its mission.To spread Chinese culture,actively spread overseas new knowledge.After the disaster and continuous regeneration,it created the brilliant culture of China.The Commercial Press has made great contribution in the dissemination of modern literature and the publication of various books.The periodical because of its short publication cycle and wide readership has become an important document carrier of the research on news publishing history.Publishing Weekly as a periodical for self-promotion of the Commercial Press,it mainly provides the publishing information to readers.In the 1930s,when the demand for publications increased,Publishing Weekly played an important role in propaganda,promotion and marketing of the Commercial Press institute.Publishing Weekly was first published in 1924,and hosted by Li Bojia.Publishing Weekly changed version in 1934 and added "Reading Guidance" "Print Common Sense" "Library Copyright Owner Index" "Library Copyright Resume" and other columns.Influenced by the "July 7th incident",the Commercial Press moved to Chang Sha.Publishing Weekly was renamed the Publishing Monthly,and published in addition.In August,1941,Publishing Weekly was discontinued.This paper discussed the publishing value and historical value of Publishing Weekly from three aspects of propaganda,promotion and marketing after the revision of 1934.This paper includes six parts:the introduction mainly introduces the reason of this topic,the purpose and significance of the study,the current research status for the Commercial Press and Publishing Weekly.The first chapter mainly analyzes the relationship between the Commercial Press and the Publishing Weekly,the Commercial Press was the leader of the publishing in the Republic of China period,and Publishing Weekly was the periodical to self-promotion of the Commercial Press,its main column settings,content and editor-in-chief was worthy to research.The Commercial Press and Publishing Weekly complement each other and achieve win-win.The second chapter takes the book propaganda of Publishing Weekly as the main line,exploring the role of the two major columns"Publishing New Books Weekly""Republishing Books Weekly" in the book propaganda.Through the statistics of the books published in 1934-1937 of the two major columns of the Publishing Weekly,this chapter expounds the classification,column content and the development course and publishing of the columns.The third chapter takes the book promotion as the center,taking the two big columns of "Reading Guide" "Reading Guide" as examples.Through the content classification in 1934-1937 of the two major columns of Publishing Weekly,this chapter expounds the column characteristics and the way of book promotion.The fourth chapter takes the book marketing of Publishing Weekly as the subject.The research object is the various advertisements in Publishing Weekly.Through the statistics of the number and categories of advertising:online sales advertising,booking books advertising,cheap books advertising and related business advertising in 1934-1937 of Publishing Weekly,this chapter analyzes the proportion of four advertisements in Publishing Weekly,and studies the book marketing strategy of Publishing Weekly.This paper mainly discusses the significance of Publishing Weekly in the publicity,promotion and marketing of the Commercial Press."Taking history as a mirror,knowing the gains and losses".The Commercial Press took "publishing" as the means,to spread the knowledge culture as the goal,to uniform the commercial interests and social benefits organically.At present,the digital publishing and the traditional publishing collide fiercely,on the one hand,the publishing institutions should earn profits,and On the other hand,they should be brave to bear the responsibility of social culture.In view of these,the relationship between publishing and social development is particularly worthy to think.