Moreover, the readership of any magazine consists of an assortment of subgroups. This may sound like it contradicts what we have said earlier about the narrow focus of trade magazines, but really there is no contradiction: Some trade magazines -- “horizontal” or “functional”magazines are created specifically to embrace diverse audiences of readers who share a particular interest.(Take for example Folio,which is read by magazine professionals of all disciplines--editorial, circulation, advertising, and production.) But even in the narrowest "vertical"magazine, there will be subgroups. At the very least, l magazine will have subcategories based on experience beginners seeking a secure footing in the field, secure professionals seeking to expand their already substantial knowledge, and experts who want to keep current on and learn of new developments, but who may read the magazine as much to find out what people in the field think or are working on.
另外, 任何雜志的讀者群都可再分為數(shù)種各不相同的類型組。這聽起來可能與前面所說貿(mào)易雜志的目標(biāo)范圍通常較窄有矛盾, 但事實上這并不矛盾: 有些雜志, 即所謂 " 垂直型 " 或 " 功 能型 " 雜志, 就是為形形色色卻有一特定興趣的讀者編的。 (例如 "FOLIO" 雜志, 就是為所有 學(xué)科的雜志的專業(yè)編輯人員一一一寫社論的、搞發(fā)行的、做廣告的、管印發(fā)的人一一一編的。) 不過即使是最狹窄意義上的 " 垂直型 " 雜志, 其讀者也還是能按類型分組的。至少, 可以按經(jīng)驗多少來區(qū)分雜志的讀者: 初次涉獵者希望在該領(lǐng)域站穩(wěn)腳跟, 專業(yè)有成者希望能拓展自己已經(jīng)相當(dāng)充分的知識領(lǐng)域, 而專家們則希望緊跟形勢, 了解最新進展, 同樣也想了解本領(lǐng)域其他人士在想什, 做什么。
另外, 任何雜志的讀者群都可再分為數(shù)種各不相同的類型組。這聽起來可能與前面所說貿(mào)易雜志的目標(biāo)范圍通常較窄有矛盾, 但事實上這并不矛盾: 有些雜志, 即所謂 " 垂直型 " 或 " 功 能型 " 雜志, 就是為形形色色卻有一特定興趣的讀者編的。 (例如 "FOLIO" 雜志, 就是為所有 學(xué)科的雜志的專業(yè)編輯人員一一一寫社論的、搞發(fā)行的、做廣告的、管印發(fā)的人一一一編的。) 不過即使是最狹窄意義上的 " 垂直型 " 雜志, 其讀者也還是能按類型分組的。至少, 可以按經(jīng)驗多少來區(qū)分雜志的讀者: 初次涉獵者希望在該領(lǐng)域站穩(wěn)腳跟, 專業(yè)有成者希望能拓展自己已經(jīng)相當(dāng)充分的知識領(lǐng)域, 而專家們則希望緊跟形勢, 了解最新進展, 同樣也想了解本領(lǐng)域其他人士在想什, 做什么。