How to Be a Leading Finance Magazine - a Case Study of Caijing Finance Megazine

How to be a Leading Finance Magazine—

A Case Study of Caijing

By

Lin Hong

GRADUATION PAPER

May 19, 2010

Paper submitted to the School of Magazineism and Communication

of Xiamen University in partial fulfillment of requirements for the bachelors degree.

Zhuang Hongming was faculty adviser.

ABSTRACT

Wang Shuo, the deputy editor of Caijing, a famous finance magazine for its specific editing style in China, said: "We are doing everything possible while the main line has never changed. We report events we think readers should focus on, and stories we consider to be important but not completely to follow market rules. It is not a magazine that simply caters to readers' taste, but one that is of enlightenment, and of elitist thoughts. "

"Independent, exclusive, original" is always the rule that Caijing has been following. Then how the magazine implements the rule successfully is what this research is concerned about, because in today's chaotic magazine market, manage a magazine in a specific way is a problem related to survival and development. Therefore, the hints from the study of Caijing are significant to the magazine industry. That is the purpose of this paper.

Key Words: news professionalism, quality, preciseness, styles, deepness

摘要

《财经》杂志常务副主编王烁曾在接受访问时全面、细致地定位了《财经》杂志办刊以来的风格。他说："我们什么都在做，但主线没变过。我们报道的是我们认为读者应该看的东西，我们认为重要的事情，而不是完全听从市场发出的信号。并不是读者爱看什么我们就报什么，我们办的杂志，有一种启蒙、灌输的精英色彩。"

"独立、独家、独到"始终是《财经》奉行的自我定位标准。在金融危机背景下，《财经》杂志保持和发展其"以我为主"的办刊理念的渠道；在当下众多财经类杂志崛起的市场，《财经》杂志领航者角色扮演的途径；《财经》杂志对自身地位和主线把持并修正的成果等等，都是本论文的研究目的。

关键词：新闻专业主义 品质 严谨 时机 报道素质 深度