Intimacy —— Reflections on Peasants' Thought
For a long time, agricultural books have not been favored by the publishing industry because of their difficulty in distribution and poor efficiency, which has led to the increasingly prominent phenomenon that farmers want to get rich and lack technology, market information and knowledge.
China Agricultural Publishing House faced up to difficulties, put social benefits in the first place, put the satisfaction of farmers' needs in the first place, and took the initiative to send "spiritual meals" to farmers' doorsteps. In order to cooperate with the construction of rural "cultural center households" in Xiangfan City, Hubei Province, they sent practical scientific and technological books worth more than 2 million yuan in 2003 and 2004 to enrich the book resources of "cultural center households".
The publishing house also organized editors to talk with farmers in Xianghe, Hebei Province, to understand their wishes and needs, and sent them books on duck breeding technology and duck disease prevention and control technology according to local natural conditions. "After the editor went to the countryside, he experienced the poverty in the countryside. At work, they all worked tirelessly, putting themselves in the shoes of farmers and showing great love. " Chen, deputy editor-in-chief of China Agricultural Publishing House, has a deep understanding of this.
At the beginning of 2004, the highly pathogenic avian influenza epidemic made farmers nervous. Agricultural Publishing House immediately mobilized all forces to publish two booklets, a wall chart and a VCD on the prevention and control of avian influenza in a short period of 10 days, including popular science knowledge, prevention and control measures and policies. In order to let farmers see these materials as soon as possible, all the staff of the publishing house fought day and night. Some editors read the manuscript while infusion; Some legs are swollen, so they put their legs on the chair to work. On the fifteenth day of the first month, the warehouse staff worked until 3: 00 in the morning, and sent 6,543,800 copies of bird flu prevention and control books and wall charts to all parts of the country at the first time. They also provided copyright to all parts of the country free of charge, and rented and printed more than 4.8 million copies. Farmer friends in many places said, "getting these books is like eating a reassurance."
After the Spring Festival, a large number of migrant workers returned to the city, and the Agricultural Publishing House published the Handbook of Migrant Workers, which sold and presented 650,000 copies. In Changsha, Yongzhou and other places in Hunan, they presented more than 1000 copies to each county, and local farmers praised them one after another: "You are really our farmers' caring people! "
Innovation-the urgent need for the development of agriculture, countryside and farmers under the new situation
In order to meet the needs of farmers to the greatest extent, agricultural publishing house strives to pursue the innovation of book publishing form and content. This practical effort has won the trust of farmers and opened the entrance to the rural book market.
Focusing on increasing agricultural production, increasing farmers' income and building a well-off society in rural areas, Agricultural Publishing House launched a set of pocket books on increasing farmers' income in 2004, which is divided into three sections: planting, breeding, migrant workers and cultural life, introducing high-yield and high-quality technologies and providing the latest production technology information, market information and migrant workers information. While meeting the needs of farmers to increase their income and get rich, they should also meet their spiritual and cultural needs and help them safeguard their own rights and interests.
According to the needs and reading characteristics of rural areas and farmers, this series is located in pamphlets, with low price and single variety. For publishing houses, this is a major innovation, and it is also a new attempt for them to better serve "agriculture, countryside and farmers".
These booklet series, bound in palm-sized format, are very convenient to carry, and won the favor of farmers' readers as soon as they were listed.
Pocket book pricing is very low, not more than 5 yuan, as long as 3 yuan on average. When exhibited at the Beijing Agricultural Exhibition Hall, a farmer friend who went to work in the city held a brochure and couldn't put it down: "This book is cheap, easy to carry and practical, and we are willing to buy it."
Indeed, the contents of the series are close to reality and easy to understand, and each content is a separate book. "The small notebook is full of' dry goods', and the content is what I am eager to know." Wang Haiping, a rural youth in Longhai City, Fujian Province, spoke of many farmers' "feelings after reading".
The innovation in content and form has made this series truly "understandable, useful and affordable" for farmers. After being put on the market, 22,000 sets printed for the first time were quickly sold out. At present, 67 varieties have been reprinted with a total circulation of nearly 5 million copies. The evaluation of farmers' readers is: the policies and regulations in the book are clear, the measures to increase income are real, the key technologies are clear, and the cultural life is rich and colorful.
Sense of responsibility-based on "agriculture, countryside and farmers" to open up a "win-win" prospect
The practice of agricultural publishing house proves that farmers are not only reading, but also have an urgent need for scientific and technological books to get rich. The rural market is not without purchasing power, but there is a huge gap in the publication and distribution of scientific and technological books suitable for the rural market. How the publishing industry effectively bases itself on "agriculture, countryside and farmers" and serves "agriculture, countryside and farmers" is a very heavy task.
In order to improve employees' consciousness of consciously serving agriculture, rural areas and farmers, and enhance their sense of mission and responsibility, Agricultural Publishing House has set up a leading group for the publication and distribution of agriculture, rural areas and farmers' books, formulated an annual publication plan and a medium-and long-term publication plan, adjusted the topic selection structure and book structure, enriched the variety of agriculture, rural areas and farmers' books, and increased their proportion. Carry out various forms of books going to the countryside and regional "three rural" book ordering activities, and cultivate the "three rural" book market.
"As long as we overcome all kinds of difficulties with feelings and sense of responsibility and turn the service of agriculture, countryside and farmers into conscious action, we will certainly bring a good situation of win-win for farmers, publishing houses and bookstores." This is an idea practiced by Agricultural Publishing House at the initiative of Fu Yuxiang, and it is also an experience that has been tested and confirmed in practical work. In 2004, agricultural publishing house achieved sales income of 654.38+33 billion yuan, up 26% year-on-year; The total income was 65.438+0.54 billion yuan, up 33% year-on-year. "The agricultural books are meager and the distribution channels are not smooth. It is not easy to achieve such results. " Chen said, "This is not only a simple increase in figures, but also the affirmation of farmers' friends on the work of the publishing house and the echo of the solid pace of books going to the rural market. "
The new plan of China Agricultural Publishing House in 2005 is not only to produce more pamphlets and low-priced books, but also to expand the scale and market share while ensuring the quality, and to seize the publication of key books and monographs. "The former is the deep affection for farmers, and the latter is the social responsibility of publishers." Fu Yuxiang said, "The circulation of agricultural monographs is not large, but the development of agriculture cannot be separated from a solid theoretical foundation and high-tech scientific and technological achievements. Without big books, there would be no pamphlets. "
They will continue to advance at the pace of consciously and comprehensively serving agriculture, countryside and farmers.