| As an important part of the sports media, the comprehensive public sports journals have been occupied the important position in the history of our country’s sports media history. It has been more than100years since China’s first comprehensive public sports journals "Sports World" was published by XuYibin in1909in Shanghai. In1994, the media marketing operation system was introduced into China, which aggravates the competition between the domestic sports media. Compared with the professional sports newspapers and sports pages of local comprehensive newspapers, comprehensive public sports journals gradually fall down. Nowadays sports media market has presented a trend that "professional sports newspapers seize most parts of the market, sports pages of local comprehensive newspaper grabs the market, and comprehensive public sports journals survive difficulty." Comprehensive public sports journals face the complicated survival environment. How to survive in the fierce competition and develop becomes a serious-to-think question of sports reporters."Sports Illustrated" which is55years old in the United States entered China6years ago. From start to gradually adapt the Chinese market,"Sports Illustrated" has improved step by step through the fierce competition. Today "Sports Illustrated" has become the typical and influential public Sports journals, and tried to seek more market competitiveness. Its experience is very worthy of researching and analyzing。This paper choose the "Sports Illustrated" as the object of research, tries to summarize its editorial policy, summed up the comprehensive sports periodical development in the direction of where, to explore a comprehensive mass sports periodicals in the future. |
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