中国报业发行模式、理念的变革与经济学理论密切相关,几乎每一次变革都伴随着经济学理论的更替变化。对历史事件的梳理能使我们更清晰地看到这一脉络,从规模经济到二八法则再到长尾理论;也能看到有效发行的演进过程,及未来走向。发行量越大越好:规模经济在中国报业发展的早期直到上个世纪90年代中期,是报纸追求发行量的阶 China’s newspaper distribution model, the concept of change and economic theory is closely related to almost every change is accompanied by changes in economic theory change. The combing of historical events can make us see the context more clearly, from the scale economy to the law of twenty-eight and the long tail theory. We can also see the evolution of the effective issuance and its future direction. The larger the circulation the better: economies of scale in the early days of China’s newspaper industry until the mid-90s of the last century, is the newspaper circulation