Current Surviving Status And Development Tendency Of The China Senior Citizen's Journal Summary

China Senior Citizens' Journal has been established after the 3rd Plenum of the Communist Party's Eleventh Central Committee, under the new trend that a large number of old cadres retired and the state is renewing the regularization and materialization of policies of retirement with honor and resign, and strengthening the leadership and research of the old cadres' works and the aged works. The China Senior Citizens' Journal is initially started from an organizational work briefing. In over 20 years and along with the developing pace of China's mass media, it has experienced three developing stages: from an internal journal serving for organizational institutions turned to the one with an orientation to the elderly reader and finally being promoted to focus on the market by the market economy tide. It has made contributions to the services to the old cadres and the elderly policy stipulated by the Communist Party as well as serving for the works and the elderly.Due to the specific limitations as an institutional journal, the China Senior Citizens' Journal has been developed with a comparatively slow pace. Comparing with the current development and expansion of media industry inside or outside China, the journal's scope is small, and of simple and plain background. Furthermore, it relies strongly on administrative authority and is limited greatly by administrative system. It is also of low popularity, with same contents and patterns and its advertisement operational space is to be duly extended and developed. Following with the open policy and development of China, there is the new trend that China's entry into WTO, the competition and impact of overseas media to our traditional media industry, the further upgrading of industry structure, merge and combination of the China's media and the developing road to collectivization. The China Senior Citizens' Journal is comparatively small and facing with the impact of smaller surviving space. At the same time, the fast increase of the elderly population, the development of the Hi-Tec, the life style, view and opinion, physical status, cultural level, consuming capability of the elderly, and the changes to the social elderly policies and the aged value, all these have put forth a series new issues and requirements to the China Senior Citizens' Journal. It is urgently required that the Journal should follow up with the developing pace of the society, and to further realize its positioning of service to the elderly group, to shoulder the social responsibilities of taking proper orientation of public opinion for the elderly, to meet ranges of information demands, to advocate advanced lift style, to demonstrate warmly humanistic care and to provide orientated service. The Journal should undertake positive reforms in the aspect of meeting the reading needs of the elderly readers at different levels, establishment of the journal with an open mind and making it to a characteristic one, establishment of its brand, exploration of management system to activate initiatives, development of operational channels like advertisement and etc., upgrading its scope and level. The Journal's competitiveness in the newspaper and journal market shall bestrengthened. We trust that in this ongoing aging society, the China Senior Citizens' Journal would surely welcome a golden time of fast development.By taking with the first-hand materials, this article has thoroughly analyzed the origin, the development path and current status of the Journal. For the angles of demology, gerontics, sociology, mass media, news business and etc., it has researched the impacts of changes of population, politics, economy, culture and other social factors to the Journal, and it has demonstrated the existing problems, challenges of the Journal thus estimated its development tendency in the future. From beginning to end, the full research has closely linked the Journal's self-development and tendency together with the elderly population and development and transformation of the social position. It is an i...