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读了《公关世界》今年第10期上崔鹤同先生的《“刊名风波”的启示》一文,我对他文中提到的“广告的形象一旦确立,也应该打‘永久牌’,切忌三心二意,朝三暮四,否则,便是自我的失落”的观点,不敢苟同。诚然,《大众电影》刊名字体的改变,一时引起了老读者的陌生感。但我想,这主要是读者们事先不知道刊名字体改变的消息,突然之间不能接受《大众电影》刊名字体的新形象罢了。如果《大众电影》事先宣传到位了,刊物内容、风格没有变化或者变得更适合读者口味了,很快就会得到读者认同的。我订了一份《广告导报》,今年初因报业改革曾更名为《广告导刊》,后又恢复原名,而且有时又由对开周报改为八开月报,但是由于报社都在事先通知,我始终处变不惊,一如既往地喜读上面的文章。如果我们只是喜爱报刊名或者它的字体,买一份收藏起来慢慢欣赏就足矣,何必破费年年订、天天读呢?兰州的《读者文摘》因故更名为《读者》,还是有那么多老读者,这不也说明了广告形象该变就得变吗?
Read “Enlightenment” from “Cui He Tong” on the 10th issue of “PR World” on this article, I mentioned in his article “Once the image of the ads, they should also hit the permanent card, Avoid being half-hearted, one after another, otherwise, is the loss of self ”point of view, do not agree. Admittedly, the change in the font of the popular movie title has aroused strangers’ feelings for a long time. But I think this is mainly due to the fact that readers do not know in advance the change of the font of the journal name. Suddenly, they can not accept the new image of “Popular Movie”. If “popular movie” is advertised in advance, the publication content, style has not changed or become more suitable for the taste of the reader, and will soon be readers agree. I booked a “Guide to Advertising,” which was renamed as “Advertising Guide” at the beginning of this year for newspaper reform and was later restored to its original name. In some cases, it was changed from a weekly newspaper to an eight monthly newspaper. However, Notice, I always feel at home, as always, read the above article. If we only like the name of the newspaper or its fonts, it is enough to buy a collection slowly and enjoy it. Why read the books every day? Readers’ Digest in Lanzhou is renamed as “Reader” for some reason, or is there More old readers, this does not mean that the advertising image of the change has changed?