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    11/30/2006

    一年后再聊聊博客杂志

      2005年4月10日木心馬在他的Blog“六月制造”(已关闭,以下文字摘自Google网页快照)中写道:

      周二中午骑到文化市场,在三楼书市翻选杂志时猛然见到这本所谓的《博客青年》(居然还是创刊号咧!)——哑然失笑。本以为真是blogchina发行的,想对传统媒体也进行一次“博客”侵略,细看原来只是由“内蒙古新闻报业中心”主管、“《博客青年》杂志社”编辑的一本新刊物。刚把它丢在一边不再理睬,好奇心却驱使我回头看看究竟何为“博客青年”。
      “个性·理性·人性”,这个是他们的宣传口号——倒也算有些气势。开篇一段话似壮志未酬的样子:
      《博客青年》是一本理念性生活类期刊,她关注现实的社会人类,关注普通人的尊严和情绪感受,她崇尚个性、理性、人性,呼唤社会的公正和珍存与人们心底的良知和美好的感情。
      然而细细翻阅之下,同《读者》一样的标价,却完全没有同样的价值。信息泛滥的年代,文摘类刊物层出不穷,真正能做好的能有几个?

      这是我在网上查到的关于这本只出了一期的《博客青年》杂志的仅有的记录。另一本去年试刊发行的《博客生活》(原名《博客》)杂志也没能走得很远,大致在今年上半年即已退出市场。据说《博客生活》曾找博客网洽谈合作,但“谈崩了”。哈报集团的另一本杂志《聊吧》网罗了不少博客作者,倒似乎办得不错。
      还有一本挂着“博客”招牌的杂志是《中学生博客》(浏览网龙源期刊网),生存状况不明。时代文艺出版社找了些80后写手攒了套“博客杂志书”《UP势力》,但至今好像只出了一本——不知道他们是不是和中国联通“谈崩了”。
      一些相关的电子杂志如《Donews Blog》《博客生活》《博客影响》《博客时代》,都没有形成气候,“主流新浪博客杂志”则有很大的局限性。Postshow曾出过两期《玩周刊》,也曾与《电脑爱好者》达成合作,但相对容易落地的内容落不了地,很大程度上是因为牵扯到版权问题。而《50人》杂志原是个非常有趣、值得观察的案例(虽然它很难被照搬到传统媒体上),却被迫中止,十分可惜。
      办博客文摘的想法随处可见。我在一年前的今天曾经写过,此类杂志的门槛很低。正因为进入市场的门槛低,才更容易让人迷失方向,找不到定位。同时由于成功模式很可能被简单复制,在擅长“后发制人”的国内市场,敲门砖往往会成为垫脚石。

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