從《攝影畫報》到《玲瓏》：期刊出版與三和公司的經營策略（1920s-1930s）

二十世紀二、三○年代資本規模較大的出版商在印刷文化市場的運作，學界已有一些梳理，然而對於資本規模相對較小的出版商採用何種策略在市場的縫隙中周旋生存，卻鮮見個案研究支撐。是故，本文從「中國早期雜誌期刊智慧型線上資料庫」（＂Early Chinese Periodicals Online＂，簡稱ECPO）收入的《玲瓏》和《電聲日報》的內容入手，摸索這兩份刊物背後的發行機構、編輯人員的背景與親緣關係，並結合其他期刊和檔案文獻，勾勒出三和公司的發行歷史及其出版策略。三和公司的經理林澤蒼是教會學校出身，有優異的雙語教育背景，熟諳摩登社會的脈動。憑藉靈敏的市場嗅覺和不斷創新的精神，他帶領三和公司發行了一系列各有特點的刊物：《攝影畫報》、《捲筒紙畫報》、《常識》、《玲瓏》、《電聲》系列等等，展示了現代社會中的「媒體景觀」以及「科技景觀」。作為全球文化流的一部分，在型塑「媒體景觀」的過程中，林澤蒼有意識地以「女性編輯」和性別議題作為銷售策略開拓報刊市場，將《玲瓏》編輯「陳珍玲女士」包裝成婦女問題專家，卻隱去《電聲日報》編輯梁心璽的女性身分；當《玲瓏》逐步被塑造成都市女性期刊時，三和公司將「玲瓏」品牌化，銷售各式產品：既有與《玲瓏》雜誌內容相關的書籍，也有與《玲瓏》的生活方式相關的各式商品。

關鍵字

林澤蒼；梁心璽；陳珍玲；三和公司；期刊；《攝影畫報》；《玲瓏》；《電聲日報》；性別研究

並列摘要

Scholars have begun to examine how print publishers with extensive capital operated their businesses during the Republican era; however, studies of how publishers with reduced capital survived in the same market are relatively rare. Taking Linloon Magazine and Movie Radio News as examples, two of the periodicals collected in the database of ＂Early Chinese Periodicals Online,＂ this article investigates San Ho Company and its founder, Lin Zecang, the background of the publishing house, and the most important figures on its editorial boards. This study further outlines the publishing history and marketing strategies of the San Ho Company by comparing these two periodicals with other periodicals of the day and archival materials. Lin Zecang, manager of San Ho Company, received an excellent bilingual education at a church school and church university in Shanghai, and was familiar with the cultural trends of modern society. With outstanding instincts and the innovative spirit of the print market, he published a series of popular periodicals: Pictorial Weekly (Sheying huabao) (a cheaper version of the previous periodical entitled Juantongzhi huabao), Common Knowledge (Changshi), Linloon Magazine (Linglong), and Movie Radio News (Diansheng ribao), among others. His publishing enterprise exhibited what Appadurai conceptualized as ＂mediascapes＂ and ＂technoscapes＂ in the global cultural flow. Furthermore, Lin Zecang consciously promoted not only the role of ＂female editors,＂ but also the themes of gender relations in general. In this context, ＂Ms. Chen Zhenling,＂ most likely a pseudonym, was performed as an expert on ＂women's questions＂; in contrast, the gender of Liang Xinxi, the actual female editor of Movie Radio News as well as editor of Linloon for a few issues, was deliberately disguised. While San Ho Company gradually shaped Linloon Magazine to be a journal for modern urban women, the magazine title ＂Linglong＂ was commoditized as a brand. Under this brand, various San Ho products were sold, including a series of books related to the content of Linloon Magazine, as well as products related to the lifestyle intensively promoted by the journal.

並列關鍵字

Lin Zecang ； Liang Xinxi ； Chen Zhenling ； San Ho Company ； periodicals ； Pictorial Weekly (Sheying huabao) ； Linloon Magazine (Linglong) ； Movie Radio News (Diansheng ribao) ； gender studies