“党报”经营的一种探索--马星野主持南京《中央日报》时期新闻实践探析

摘要

马星野是抗战胜利后，国民党《中央日报》在南京复刊后的第一任社长。在他主持南京《中央日报》前，该报销量有限，赔累甚巨，不得不靠津贴维持生存。马星野担任社长后，对南京《中央日报》进行了大刀阔斧的改革，经营上实施“企业化”之路，业务上大胆启用年轻记者，在新闻采编上实施先“日报”后“中央”的思路，副刊内容“杂志化”。这些措施使得《中央日报》的销量大增，广告额也随之上涨，该报首度实现盈利，创造了国民党中央党报自创办后的经营奇迹。%Ma Xingye is the first chief editor of Central Daily News run by KMT restarted in Nanjing after the Anti-Japanese War. Nanjing-based Central Daily News witnessed a low circulation and a big budget deficit before he took charge of the press. After taking the chair, he conducted drastic reforms and carried out the policy of corporatization-like operation to Nanjing-based Central Daily News. He recruited innovative new hands, adopted a “news-first and ideology-next” policy and undertook an editorial principle of“magazine-like newspaper” towards newspaper supplements. These measures have made Nanjing-based Central Daily News a profitable paper for the first time in its history and also an operational miracle since the newspaper was established by KMT, along with a larger circulation and increased advertisement amounts.