；；The localization strategy is the most acceptable start region。 The coverage and expansion of regional brand will be the main arena of warfare on which we engage with our petitors in hand…to…hand fight。 Following the entering of foreign mass media after China has entered WTO； the regionalization and localization are the basis we are on； and our first choice to keep our innate petitive superiority。 ；；News has entered an era of plete planning； in which the renewal of the original creation and packing have been pleted。 Though the first…time news is very important； the background； details and entire process planning have now bee the characteristics of the news。 ；；We have experienced three stages in development from “media operation” to “running media”： the stage of racing the horse in field enclosure； the stage of hardware construction； and the stage of breakthrough in both mechanism to terminals。 ；；The present operation is different from that in the past。 It requires giving play to imagination and creation。 We should reorganize resources and achieve maximization of profits through integrating new resources configuration and interests； and seeking stronger operating capacity and market space。 ；；Adhere to the right orientation； engage ourselves in market petition； foster a rank of first rate； and run a big newspaper with characteristic style； which are the general goal or overall train of thoughts。 The goal of the near future is to drive the pages with pictures； drive the news with pages； and drive the journalists with news。 We （mid…level cadres； directors； pilation mittee members； editor…in…chief and deputy editor…in…chiefs） have a three…phrase goal： mand forward shifting； penetrating style； and working hard。； ；； “Tianjin Daily” is a newspaper of the party organization。 The news of current events and political situation should certainly be put in the first place。 At any time； we should never lose the authoritative and characteristic superiority in the news of political situation and current events。 In fact they are the biggest superiority and sell…point of this newspaper。 I always stress the interconnection of excellent political resources and market resources。 How can we express the authoritative superiority of Tianjin Daily？ Begin with important news。 ；；Our opinions should give expression of our attitude and voice。 They cannot go beyond the train of thoughts of the municipal CPC mittee。 It is impossible to seek for another train of thoughts。 However； the method of writing； linguistic context； and form can be created。 ；；We must put focus on figures and intensify them。 The whole newspaper should have its own attitude； voice and expression。 Aside from form and page style； focus should be given to figures； ； the fate and inner voice of the figures； and the expression formed by the development of figures。； ；；The maximum superiority of the plane media is the deep reading of news。 The news has entered the era of deep reading。 That is； in providing news； we should also provide important background； details and analysis of the news； the voice of authorities； and the position of this newspaper。 This is one aspect in which our plane media carries out petition with the electronic media。； ；； “Morning Post” must keep the purity of information； and put special stress on news quality and usability。 We should build up the bright characteristics of the “Morning Post”。 The digitalized era differs from industrial civilization and agricultural civilization in scale and publicity of individual characters； and the latter （publicity of individual characters） is the brightest feature of this digitalized era。 This change leads to the changes not only in life structure and value system； but also in philosophic thinking。 ；；For a newspaper and an enterprise； it is also the contest of characters。 A style； a team； a social moral presented by the newspaper； and a cultural attainment to keep are prehensively called characters； which can be briefed as the healthy atmosphere。 We should let people feel that it is a newspaper full of healthy atmosphere and it is a team full of moral spirits。；；The basic interests of the “three representatives” are the masses of people；s； as viewed on the standpoint of the mon people。 This is a serious problem。 The supervision of social opinions must be square and fair。 It has nothing to do with advertisement and relationship。 We should stand on the position of the mon people and put strict supervision over the things unfair。 “Give out a loud roar； seeing injustice on the road”。 Be sure to handle the principle of fairness and justice； and represent the interests of mon people and citizens。 The supervisors of social opinions must be of high level； good quality； and strong political sensibility。； ；；The soul of vanguard is individualization。 What is individualization？ It is style。 What is style？ Style is unchangeable ever from the first edition and from the first page。 The vitality of individual characters and style lies in creation and continuous changing。 To run a real vanguard newspaper； we should continuously make creation in individual characters； style； and overall feeling of the newspaper。
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名家推荐
《传媒的运营时代》由——
《经济观察报》总编辑何力
《财经》主编 胡舒立
《中国经营报》总编辑 李佩钰
中国新闻社常务副社长、《中国新闻周刊》社长刘北宪
中国人民大学新闻学院副院长、舆论研究所所长 喻国明
《北京青年报》社长 张延平
联手隆重推荐！
张建星：自己与自己交锋的人（1）
（《传媒的运营时代……从媒体经营到经营媒体30讲》代序）
他站在集团大楼外，天津卫的阳光倾洒而下打在大楼的巨幕玻璃前庭，折射出通透晶莹的光线，近百米长的水晶长墙分隔着大沽南路、围堤道、尖山路上的车流，一时间，仿佛天津卫所有的光影人事都汇聚于广场对开的马路上。遥遥望去，天津的地标建筑，高耸的天津电视塔对峙而立。
“来看看，从这个角度看上去，像不像一艘巨舰？快来看，这块石头是上元古界地层剖面的叠层石。”对张建星来说，这栋大楼前的广场就像他一手布置的丁香满庭院般，每每向来访的客人介绍时，总洋溢着兴奋的自家自豪感。
他独踞一方，与此同时，他觉得自己和自己的报业集团还不够出名；他是前锋线上的杀手，与此同时，他在报社内紧抓不放的是财务大权，后卫心态；他是深得晋商精髓的传媒商人，与此同时，他是津门的舆论导向把手。他是此处的主人，天津日报报业集团的社长兼总编辑。
。。
张建星：自己与自己交锋的人（2）
第一次交锋：与新闻的交锋、与现实的交锋
这是一张黑白照片：29岁的张建星，胡子拉碴，穿着已经皱巴巴的军装，脖子上随意搭条满是汗水的毛巾，疲惫地站在树林丛中，一手重重地拄着可能是用来扑火的木棍，另一只手却又是轻柔地扶着细弱的树枝。
这是1987年震惊国人的大兴安岭特大山火事件中的一张现场照片，照片中人是随军记者张建星。在拍照时，他戴上一副墨镜掩盖了在长时间与山火的搏斗和新闻的采写后的疲惫，他写道：“我们困倦或感到疲惫，我们希望超脱或希望喘息片刻的时候，我们的记者梦也许就完了。”那时，他是一个疯狂的记者，每日4个版上常常就有5篇稿子来自他，后来报社规定，每天张建星的稿件最多只能署名三篇，其他得用笔名。他还抱着氧气袋在西藏采访42项援藏工程，被报社领导认为有“作秀”之