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专业媒体如何从1998年和2003年的两次报刊整顿阴影中走出来,摆脱困境;在网络媒体的冲击下,传统媒体如何寻找到自我生存与发展途径,亟待研讨和破解。《医药卫生报·乡医特刊》以特定的目标读者群——乡村医生为读者对象,这是一个为大众媒体所“忽略”之可“插入”之读者群体,使专刊取得成功。这个群体的人员数量大,与现行国家对农村卫生政策扶植相衔接,可以培育发展为可持续读者群体。《乡医特刊》把乡医(读者)作为媒体与大、中医院联系起来,既破解了农民患者看病难(大医院就诊难),又培训了乡医,《特刊》起到了工具书、参考书和联系纽带的作用,报纸的发行量和广告收入显著提高,为专业媒体探寻到一条可持续发展的路子。
How the professional media came out of the shadows of the two newspapers and periodicals in 1998 and 2003 to get out of the dilemma; under the impact of the online media, how to find ways for the traditional media to survive and develop themselves, and it is urgent to study and crack it. The Journal of Medicine, Health and Rural Areas aims at readers of a specific target audience, which is a target audience of “omissions” for the mass media, so as to make the special issue a success . This group of large numbers of personnel, and the current state of rural health policy support convergence, can develop into a sustainable group of readers. The “Township Medical Special Issue” used township doctors (readers) as media to connect with large and traditional Chinese medicine hospitals, which not only solved the problem of peasants being seen in the hospital but also trained rural doctors. The special issue served as a reference book The role of books and links, the issuance of newspapers and advertising revenues have risen significantly, finding a way for sustainable development in the professional media.