| Minority and professional trends has affected every aspect of mass media, Sports Magazine is no exception. As readers segmentation, content specialization, structure complication and Series, Sports Magazine has become the most detailed and professional media in sports media, so that more and more advertisers invest in Sports Magazine. Basketball magazine has been published in the 80s of last century in China, and with the level of Chinese professional basketball and basketball coverage improvement, the development of the Sports Magazine has become larger through 20 years. China has more than 400 million young people, a large percentage of whom love basketball. If with the number of participants as an indicator, basketball has become "the first movement" in China. With the abundance of readers, the sophisticated packaging, the beautiful pictures and the lively style, Basketball magazine has come to the fore, and become a leader in professional sports magazine.At present, the researches of domestic and professional sports magazine are not enough in China, the researches for Basketball magazine are almost blank. In view of my interest in domestic basketball magazines and enriching some professional sports magazine researches, I selected the "NBA SHIKONG" Magazine as the research subject. "NBA SHIKONG" Magazine has larger circulation, higher advertising revenue and a general social influence in domestic basketball magazines, who has been recognized "The best basketball magazines in China" by readers, advertisers and NBA. As the early experimenters to introduce the copyright of American sports magazine, "NBA SHIKONG" Magazine have a wealth of experience to draw on successful models of foreign magazines and establish its own brand name. This magazine is also a typical example which Sports Magazine take professional and minority road. This paper uses some research methods such as literature, case studies, content analysis, mathematical statistics and interview to analyze the emphasis, the form and the idea of the news reports in "NBA SHIKONG" Magazine during the 2008-2009 NBA League Season, aim to summarize the current situation in reports and receive some conclusions and suggestion for their future development."NBA SHIKONG" Magazine founded in 1999, through 10 years development, has grown into a basketball magazine with large circulation, high advertising and widespread social impact. "NBA SHIKONG" Magazine has established its own brand value and reputation in the fierce competition. This magazine has 36 fixed-forums to report games in 2008-2009 NBA League Season, which meet the visual needs, knowledge needs, fashion needs and encourage needs for readers. To attract readers attention, they use perfect cover packaging and beautiful pictures to create their own design-sense and style. "NBA SHIKONG" Magazine expanded cooperation with American Magazine of "HOOP" from 1999, so that "NBA SHIKONG" could published some exclusive articles from "HOOP", but they cancelled cooperation from February 2009. So thier sources of articles are from editorial department in Beijing and correspondents in United States. They mark informations about articles which translate and edit from U.S. websites and newspapers. The emphasis of the news reports are NBA star coverage, NBA team and results reporting, NBA History and NBA fashion reports etc. The forms of the news reports are Close-up, project planning, NBA news and reviews, photo coverage etc. The ideas of the news reports are such as to increase the authenticity and objectivity in coverage; to meet the needs of readers with entertainment methods; to strengthen the magazine brand and to train the core readership for magazine etc.
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