The Competition Strategy Of Life Weekly In The Light Of New Fashion Life Weekly

Since the middle of 1990s, the media in Beijing have published a kind of "booklet newspaper", which is regarded as the original of new style weekly. However, "booklet newspaper" is losing its advantages in the time of "thick newspaper". It must renovate its idea completely in order to develop in the competition with supplement of daily newspaper and fashion magazine. This article makes comprehensive inquisitions into the media forms under the background of "thicker newspaper" popularity and the local environment of Chengdu newspaper market, by the way of selecting New Fashion Life Weekly as sample. The key studies will be put into the style orientation, contents setting and media public relations etc.In order to enter the value system of mainstream media, life weekly shall provide mainstream readers with mainstream information with the orientation of constructing mainstream market and mainstream media brand. Clarifying the orientation of target readers and writing style, softening writing technique and building up a report style affording for thought are also the key points of success.We should also pay more attention to optimizing the report structure and providing strong media product with the combination of news, fashion and entertainment. The news of life weekly shall root in native people and carry out the local culture characters. It is necessary to make differentiation competitions at quality, contents and report points of view with main effort at choice news and finance news editions. Double news service with fashion and application shall beexpected with its own view of points. As to entertainment, life weekly shall make great effort to produce topics and providing deep reports with strong ability to excavating entertainment resources.The sale point of weekly is deep view of report with the character of full-scale plan and original comments. It is noted that comment style shall be paid enough attention to writing with neutralism.With the emphasis on the emotion demand and consuming mind of the readers, People First Guideline can be used to shorten the psychological distance between the newspaper and readers by deep report on human feelings and humanism.The emphasis of "Legibility" on column style shall never be weakened. Flexibility of illustration, strengthening of mark identification and emphasis on lay out of advertisement are some good ways to improve it.In front of social requirement, how to build up the awareness of public relation and further to implement it are urgent tasks for life weekly. With respect to the characters of the media, different ways such as topic events, CI propaganda, channel constructing shall be discriminatively adopted for different image elements. By those means life weekly can produce a mutual communication environment so as to win distinguished reputation and sound market occupation.In the regional media arena, New Fashion Life Weekly has become the leader in the life weekly market competition of Chengdu city, thanks to its clear orientation and sound information structure. In order to build up new brand image, it is continual strategically readjusting of the orientation and ideology that ensure life weekly to maintain its competition advantages of sustainable development with the consideration of newspaper market competition.