上海《新聞報》（1893-1949）是近代中國第一大報，以經濟新聞著稱。1930 年代，《新聞報》發行量攀上日銷15 萬份的高峰後，因上海的小報從3 日刊改成 每日出版、成舍我創辦的小型報《立報》廣受歡迎，又極富盛名的天津《大公報》 南下上海出版，不斷擠壓《新聞報》的發展空間。 為求突破，《新聞報》開闢第二戰場，積極拓展外埠銷路，鄰近的江蘇、浙江 城市成為對象。1933 年起，《新聞報》嘗試另外出版杭州、京滬路外埠附刊，也 與蘇州《蘇民新聞》、武進《常州新聞》、蘇州《早報》、蘇州《小早報》等聯合發 行，以買一報送一報的方式爭取讀者。但因《新聞報》挾著上海大報的雄厚資本 而來，對當地報業造成極大衝擊，乃以「大資本併吞小資本」為訴求，對《新聞 報》進行輿論撻伐。 1930 年代是一黨專政的訓政體制，地方報業嗅出國民黨對上海大報的控制慾 望，撥動其政治敏感的神經，幾次的反《新聞報》聯合發行案，都走呈請中央宣 傳部介入的路線，打破《新聞報》的擴展計畫。 1936 年3、4 月間，《新聞報》與蘇州《早報》的聯合發行，是這類糾紛的代 表，也是可研究的個案。因上海檔案館藏有大量的相關資料，如上海新聞報館與 蘇州分館、南京分館的通信、和蘇州《早報》的往來文件、致國民黨中央宣傳部、 南京《中央日報》的解釋呈文，以及一些蘇州當地報紙的剪報。本文以這些資料 為基礎，擬勾勒《新聞報》致力外埠發展的源由及其所面臨的阻礙。

Shin Wen Pao (1893-1949) of Shanghai was the most respected newspaper in regards to economic news in modern China. However, its growth was challenged after it reaching the peak of distributing 150,000 copies daily. This challenge came from the decision of changing the rate of publication from once at every three days to daily by several smaller newspapers such as Li Pao and the famous Dagong Pao of Tianjin entering the market of Shanghai. In order to reverse this situation, Shin-Wen Pao decided to move into neighboring markets such as cities in Zhejiang and Jiangsu provinces, by publishing its own Hangzhou specials, Jinghulu town’s articles, and by an attempt to make joint ventures with Suminxinwen of Suzhou, Changzhouxinwen of Wujin, Zao Pao of Suzhou, and Xiaozhao Pao of Suzhou to get more readers. In response to this expansion, other local newspapers published articles with titles such as “Major enterprises trying to swallow up small businesses” with a view to attacking Shin Wen Pao for its bringing along an enormous capital from Shanghai. The smaller newspapers knew that the KMT was trying to control the media in Shanghai and to tighten its grip and enforcement of its absolute control over China. Therefore, the local newspapers asked the KMT Central Propaganda Agency to step in and break up several expansion attempts from Shin Wen Pao. The joint venture of Shin Wen Pao and Zao Pao of Suzhou during March and April of 1936 was an example of such disputes and could be used as an example for a study like the present one. This essay attempts to sketch the reason, method and process of Shin Wen Pao’s expansion from Shanghai into other cities by using primary documents from the news archives of Shanghai such as letters between Shanghai Shin Wen Pao division, Suzhou subdivision, and Nanjing subdivision, documents from Zao Pao of Suzhou, memos to the KMT Central Propaganda Agency and Nanjingzi Pao, and local newspaper from Suzhou.

新聞報; 蘇州報業; 聯合發行

Shin Wen Pao; Suzhou news industry; Joint Venture