人们求之于新闻媒介,一般出自两种需要:获悉消息和知识,交流意见和经验。由于大自然和人世间的万事万物无不处于永不停息的运动变化之中,可供新闻媒介传播的消息、知识、意见和经验不啻大漠聚沙,汪洋飞浪,不胜登载,不胜传扬。所以任何一种新闻媒介都只能传播一定范围内的消息、知识、意见和经验,满足某些人群的需求。这种情况,不仅在专业报刊、行业报刊、专业电台电视台是如此,而且在称号“综合报刊”、以“满足各界需要”相标榜的电台电视台也莫不如此。于是,所有的新闻传播活动和受众的阅读及视听生活无不处于这样的态势:新闻传播机构力求牢牢地掌握并尽量扩大稳定受众,其主要手段是千方百计满足可载范围内的受众需求,建立完美的媒介 People demand the news media, usually from two needs: learn the news and knowledge, exchange views and experience. Since everything in nature and human beings is in an ever-changing movement, the messages, knowledge, opinions and experiences that are available to the media can not be discounted in the desert. Therefore, any kind of news media can only spread information, knowledge, opinions and experiences within a certain range to meet the needs of certain groups of people. This is the case not only in professional newspapers and periodicals, in industry newspapers, in professional radio and television stations, but also in the name of “comprehensive newspapers and periodicals” and “meeting the needs of all walks of life”. As a result, all news media activities and audiences’ reading and audio-visual living are all in such a situation that news media organizations strive to firmly grasp and maximize their audience stability. The main means of doing so are to make every effort to meet the needs of the audience within the available range and to establish perfection Media