蔣豐

真快，《人民日?qǐng)?bào)海外版》授權(quán)日本新華僑通訊社創(chuàng)辦、編輯、發(fā)行的日語(yǔ)版《人民日?qǐng)?bào)海外版》日本月刊，到2021年11月迎來(lái)了10歲的生日。作為這本月刊的總編輯，看著眼前厚厚的9個(gè)年頭的合訂本，心中可謂百感交集。

在《中國(guó)青年》雜志歷練打磨的6年

先說(shuō)一點(diǎn)個(gè)人的故事。20世紀(jì)80年代，我從北京師范大學(xué)歷史系畢業(yè)以后，到北京一所中學(xué)教了10個(gè)月的書(shū)，就“跳槽”到中國(guó)共產(chǎn)主義青年團(tuán)中央機(jī)關(guān)刊物《中國(guó)青年》雜志。

我在《中國(guó)青年》雜志工作了將近6年的時(shí)間。這一時(shí)期，我慶幸雜志社內(nèi)有共青團(tuán)的工作部主任趙艷大姐、政理部主任楊泉福老師手把手地教我，他們帶著我出差采訪，為我修改稿件。有時(shí)候一篇稿子被他們用紅筆修改了四分之三，但最后還是署我一個(gè)人的名字。這種“訓(xùn)練”，在當(dāng)時(shí)的他們看來(lái)，或許是理所當(dāng)然，但在當(dāng)時(shí)的我看來(lái)，覺(jué)得有點(diǎn)“苛刻”、甚至“啰嗦”。誰(shuí)也沒(méi)有想到，所有這些，成為我從事將近40年傳媒工作的“基本功”。我也曾開(kāi)玩笑地稱(chēng)：“《中國(guó)青年》是我人生的‘黃埔軍校’?！?/p>

回憶起在《中國(guó)青年》雜志工作的日日夜夜，我最難忘的一次采訪，應(yīng)該是1984年11月對(duì)時(shí)任中共河北省正定縣委書(shū)記習(xí)近平的采訪。那時(shí)，沒(méi)有網(wǎng)絡(luò)，沒(méi)有錄音機(jī)，采訪就是要與被采訪者“零距離”地接觸。白天，縣委宣傳部安排我采訪方方面面的人物;晚上9點(diǎn)以后，我們?cè)诳h委書(shū)記簡(jiǎn)陋的辦公室里長(zhǎng)談。整整13天。1985年1月的《中國(guó)青年》用4個(gè)版面刊登了我寫(xiě)的長(zhǎng)達(dá)8000字的通訊——《他耕耘在正定的原野上》。2015年12月，河北人民出版社精選了習(xí)近平總書(shū)記當(dāng)年在正定縣工作的數(shù)十篇講話，結(jié)集為《知之深，愛(ài)之切》出版，里面還收錄了當(dāng)年中央媒體的三篇報(bào)道，《他耕耘在正定的原野上》就是其中的一篇。

自費(fèi)留學(xué)日本后開(kāi)啟新的辦刊生涯

當(dāng)代中國(guó)的改革開(kāi)放始于1978年12月中共十一屆三中全會(huì)。而這種改革開(kāi)放，特別是“開(kāi)放”惠及到民間，已經(jīng)是20世紀(jì)80年代了。那個(gè)時(shí)候，國(guó)門(mén)徐開(kāi)，從“公費(fèi)留學(xué)”拓展到“私費(fèi)留學(xué)”，日本在眾多留學(xué)目的地中占天時(shí)地利人和之優(yōu)勢(shì)，因而有了中國(guó)學(xué)子的“東渡大潮”。1988年8月，我到日本自費(fèi)留學(xué)。

長(zhǎng)話短說(shuō)。到日本后，我一邊讀書(shū)，一邊參與華文媒體的采編工作。當(dāng)時(shí)，數(shù)萬(wàn)中國(guó)留學(xué)生涌入日本，卻沒(méi)有一份中文報(bào)刊。那種文化荒蕪、孤寂的“沙漠感”，我至今記憶猶新。

就在1988年底，一份名為《留學(xué)生新聞》的中文月報(bào)誕生了。當(dāng)時(shí)，我打電話自報(bào)家門(mén)，希望在里面打一份工，對(duì)方的回答是“中央媒體的記者都在外面排著隊(duì)呢”。但是，我并沒(méi)有因此放棄，反而是一篇稿子接著一篇稿子地投，最后不但是進(jìn)入其“打工”的序列，而且在九州大學(xué)研究生院碩士畢業(yè)后，還直接進(jìn)入其“就業(yè)”的隊(duì)伍。

在《留學(xué)生新聞》做到副總編輯的位置后，我又一次跳槽，把一份叫做《東方》的月報(bào)改辦為《東方時(shí)報(bào)》周報(bào)。在《東方時(shí)報(bào)》作為總編輯有了實(shí)際操辦經(jīng)驗(yàn)后，又獨(dú)立創(chuàng)辦了中文版《日本新華僑報(bào)》（現(xiàn)更名為《日本華僑報(bào)》）。我自己把這次變動(dòng)不稱(chēng)“跳槽”，而稱(chēng)“跳坑”，沒(méi)過(guò)多久，《日本新華僑報(bào)》就成為當(dāng)?shù)匾患翼懏?dāng)當(dāng)?shù)娜A文媒體。

或許是因?yàn)槲矣羞^(guò)在中央媒體《中國(guó)青年》雜志社工作的經(jīng)驗(yàn)，或許是因?yàn)槲矣衷谌毡井?dāng)?shù)赜薪?jīng)營(yíng)華文媒體的經(jīng)驗(yàn)，2011年初，《人民日?qǐng)?bào)海外版》負(fù)責(zé)人約我在北京見(jiàn)面。圍繞著創(chuàng)辦日語(yǔ)版《人民日?qǐng)?bào)海外版》日本月刊，各級(jí)負(fù)責(zé)人與我前后進(jìn)行了17次交談。用官方的語(yǔ)言說(shuō)，這叫“考察”。

在日本創(chuàng)辦《人民日?qǐng)?bào)海外版》日本月刊時(shí)，一位長(zhǎng)期致力于日中友好的日本老人對(duì)我說(shuō)：“這份雜志如果出來(lái)，壽命不會(huì)超過(guò)三期的?！鄙踔劣腥烁抑v，20世紀(jì)50年代，東京街頭曾有人因?yàn)槭种心弥环荨度嗣袢請(qǐng)?bào)》就被警方逮捕了。更有日本友人善意地提醒我：“這樣的雜志發(fā)行后，日本右翼分子帶有擴(kuò)音器大喇叭的街頭宣傳車(chē)可能會(huì)經(jīng)常出現(xiàn)在你們公司周?chē)??！钡牵覉?jiān)信這是“冷戰(zhàn)思維的蔓延”，中日兩國(guó)民眾需要更多的是相互了解和相互理解，因此需要更多的窗口和平臺(tái)，需要更多的橋梁和渠道。

海外辦刊的心得體會(huì)

現(xiàn)在，《人民日?qǐng)?bào)海外版》日本月刊已經(jīng)創(chuàng)辦整整十年了。雖然我不敢說(shuō)“十年磨一劍”，但卻切身體會(huì)到辦刊的艱難。迄今為止，在日本創(chuàng)辦的同類(lèi)型刊物中，能夠持續(xù)發(fā)行十年的，唯有《人民日?qǐng)?bào)海外版》日本月刊！

如果說(shuō)到編輯、經(jīng)營(yíng)經(jīng)驗(yàn)的話，我也愿意講一些心得和大家分享。

第一，內(nèi)容上一定要有針對(duì)性。曾經(jīng)有人建議，每月把《人民日?qǐng)?bào)》《人民日?qǐng)?bào)海外版》乃至其系統(tǒng)內(nèi)的對(duì)日?qǐng)?bào)道和評(píng)論收集起來(lái)，就可以成為《人民日?qǐng)?bào)海外版》日本月刊的內(nèi)容了。我認(rèn)為這是在用“內(nèi)宣”思維辦外宣。如果這樣，就容易成為“ 批判日本集 ”。因此，我們針對(duì)日本人特別是日本經(jīng)濟(jì)界人士、企業(yè)家關(guān)心的中國(guó)經(jīng)濟(jì)問(wèn)題、社會(huì)問(wèn)題做集中報(bào)道，特別是針對(duì)日本媒體對(duì)中國(guó)的偏向性報(bào)道，在雜志上做出有回應(yīng)、有針對(duì)性的報(bào)道，結(jié)果受到了歡迎。

第二，堅(jiān)持“影響有影響力的人”。為此，我們拿出一定的篇幅采訪日本國(guó)會(huì)議員、著名的政治家、日本經(jīng)濟(jì)企業(yè)界的代表人物。當(dāng)他們出現(xiàn)在這份雜志上的時(shí)候，他們就會(huì)成為雜志熱心的推薦者。有的國(guó)會(huì)議員看到自己的采訪記后，會(huì)購(gòu)買(mǎi)5000份雜志;有的企業(yè)家接受采訪后，也會(huì)購(gòu)買(mǎi)數(shù)千份雜志發(fā)給在日本以及中國(guó)的企業(yè)員工。

第三，積極獲得當(dāng)?shù)貙?shí)力人物的支持。為此，我們成立了“《人民日?qǐng)?bào)海外版》日本月刊理事會(huì)”。他們?cè)谪?cái)力、人力、信息方面都給予了大力支持，夯實(shí)了雜志的編輯、發(fā)行基礎(chǔ)。

第四，做好發(fā)行工作。坦率地講，雜志辦得再好，如果發(fā)行量上不去，那也只能是孤芳自賞、自?shī)首詷?lè)。因?yàn)槲覀儓?jiān)持抓發(fā)行，在東京以外，另外請(qǐng)日本友人設(shè)立地域性的發(fā)行代理事務(wù)所，然后輔以各種講演、學(xué)習(xí)、交流活動(dòng)，讓雜志的發(fā)行量始終保持在5萬(wàn)本左右。

第五，打造造血功能。有人說(shuō)，“凡是做外宣的媒體，都是獲得資金援助的媒體?！钡牵宜吹降氖?，凡是依賴(lài)資金援助的媒體，也就是依靠著“輸血”的媒體，都沒(méi)有能夠長(zhǎng)期經(jīng)營(yíng)下去的。我們把封面人物、內(nèi)文宣傳、廣告以及中文推廣做成一個(gè)“套餐”，受到日本經(jīng)濟(jì)界的歡迎。現(xiàn)在，預(yù)約接受封面人物采訪的企業(yè)一般要排隊(duì)半年以上。他們都把出現(xiàn)在《人民日?qǐng)?bào)海外版》日本月刊封面上作為自己的光榮。

第六，申請(qǐng)專(zhuān)利。當(dāng)一份雜志成功的時(shí)候，出于各種各樣的原因，總會(huì)有人模仿?！度嗣袢?qǐng)?bào)海外版》日本月刊，一方面得到的是《人民日?qǐng)?bào)海外版》在日本的唯一授權(quán)，另一個(gè)方面申請(qǐng)專(zhuān)利，形成一個(gè)品牌專(zhuān)利，從法律上保持了它的獨(dú)有性和可持續(xù)性發(fā)展。

時(shí)至今日，還沒(méi)有一份海外“官媒”能夠總結(jié)出來(lái)這樣的經(jīng)驗(yàn)。我愿意把自身實(shí)踐積累出來(lái)的經(jīng)驗(yàn)與大家共享，讓中國(guó)的外宣能夠真正地走出去，讓當(dāng)?shù)氐拿癖娬嬲啬軌蚩催M(jìn)去。十年來(lái)，日本眾參兩院700多名國(guó)會(huì)議員中有160多人接受了《人民日?qǐng)?bào)海外版》日本月刊的采訪，就是一個(gè)明證。

（作者系《人民日?qǐng)?bào)海外版》日本月刊總編輯、《日本華僑報(bào)》總主筆）

Running Newspapers and Magazines in Japan

By ?Jiang Feng

How time flies！ In November 2021 we have celebrated the 10th Anniversary of the People’s Daily Overseas Edition Japan Monthly. As the editor-in-chief， looking at the thick bound volumes of the magazine in the past nine years， I can’t help but be a bit emotional.

In the 1980s， after graduating from the Department of History at Beijing Normal University， I taught in a middle school in Beijing for 10 months， before joining China Youth， a magazine hosted by the Communist Youth League of China. It was the six years’ experience there that helped sharpen my basic journalism skills and prepared me for the next 40 years working in the media. I once joked that China Youth was akin to the Huangpu Military Academy for my career.

Recalling my working days in China Youth， the most memorable interview was with General Secretary Xi Jinping in November 1984， who was serving as the Party chief of Zhengding county in Hebei province. In a series of interviews that lasted for 13 days， I spoke to various people in the daytime and had long talks with General Secretary Xi in his simple office after 9 o’clock at night each day. In January 1985， China Youth published my 8，000-words feature story — “He is working hard in the fields of Zhengding”. What delighted me more was that the story was also included in a collection of speeches he made while working in Zhengding， published by Hebei People’s Publishing House in December 2015.

I started my study abroad in Japan in August 1988. Although tens of thousands of Chinese students went to Japan at the time， there was no Chinese newspaper available. To this day， I can still remember the loneliness and the desolation in a foreign land.

At the end of 1988， a Chinese monthly newspaper called Liuxuesheng Xinwen or News for International Students was founded. When I first called to see if I could join， the reply was that “many professional journalists from China’s state media are on the waiting list”. That didn’t deter me： I wrote story after story for the publication， first getting a part-time role there and landing a fulltime job after my graduation from Kyushu University. Later， when I became the deputy editor-in-chief of News for International Students， I jumped ship again. First， I turned the monthly Dongfang or East into a weekly， rebranding it Dongfang Shibao or Eastern Times， which helped me accumulate rich practical experience in running a Chinese newspaper in Japan. Then I left Eastern Times and founded the Chinese publication Japan New Overseas Chinese Newspaper; before long， it grew into a leading local Chinese newspaper.

Perhaps for my experiences both at China Youth and in operating Chinese publications in Japan， in early 2011， I was invited for a meeting in Beijing by the man in charge of People’s Daily Overseas Edition. Later， on the establishment of the People’s Daily Overseas Edition Japanese Monthly， I had 17 conversations with those in charge at all levels from the newspaper. To use an official term， this is called “vetting”.

In Japan， the plan was met with lukewarm responses at best. One elderly Japanese gentleman， who had been working on promoting China-Japan relations for a long time， told me that the publication wouldn’t last three issues. Another Japanese friend reminded me that in the 1950s， people were arrested for holding a copy of People’s Daily on the street of Tokyo， and that after its publication， Japanese rightwing activists would pester my company with their loudspeakers. However， I dismissed all the concerns as “Cold War mentality”. What the Chinese and Japanese people truly needed were more channels and bridges to connect and understand each other.

Now， among so many publications of a similar genre in Japan， the People’s Daily Overseas Edition Japan Monthly is the only one that has been in publication for a decade. As the editor-in-chief of the magazine， I have experienced various difficulties. Here I would like to share a few thoughts.

First， we make the content targeted. We have focused on reporting economic and social topics that the Japanese readers， especially the economists and businessmen， are most interested in. In particular， we publish stories in response to the biased reporting of China by Japanese media. It has been well received.

Second， we insist on “influencing the influential people”. We have devoted a certain amount of our coverage to Japanese parliamentarians， politicians and prominent figures in Japan’s economic and business circles. When the interview article is published in the magazine， they recommend it to other people.

Third， we seek support from influential persons or organizations. To that end， we have set up a board for the Japan Monthly and won lots of support from them in terms of finance， manpower， information， which have greatly aided our editing and circulation.

Fourth， we work hard on circulation. Outside Tokyo， we have set up regional distribution offices， and co-organized， among other things， lectures， learning and cultural exchange activities， to keep the circulation of the magazine at about 50，000.

Fifth， we find ways to achieve financial self-sufficiency. My experience was that a publication cannot always rely on financial support. We have bundled the stories of cover figures， publicity stories， advertising and Chinese promotion into a package， which is quite popular with Japanese companies. Now， those who would like to feature on the cover have to wait for over six months. They all consider it an honor to be the cover figure of the Japan Monthly.

Sixth， we apply for patents. When a magazine becomes popular， it is inevitable that imitation will follow. Patent protection helps legally maintain its uniqueness and sustainable development.

Now， I am more than willing to share my experience in the hope that China’s stories can be truly heard in the world and that local readers can truly listen to China telling its stories. Over the past decade， more than 160 of the 700-odd members in both houses of the Japanese Parliament have received interviews from the People’s Daily Overseas Edition Japan Monthly. This number is perhaps the best proof of our success.