Study Of The Audience Of Fashion Journals

Fashion journals have become a great hit in the journals market in China in recent years. Fashion journals are becoming a guider to most Chinese people whether as a life method or contents of daily conversation. At the same time, they also face the problems, such as hard to attract readers, too much space comparing with the contents, limited advertisement markets, rising investment and increasing foreign investment. The fashions journals in China encounter a new pressure which comes from market, policy, capital and within itself. With the open policy going deeper and deeper, the expectation from readers is rising greatly.How to attract readers whose interest is more and more diverse? How to make the fashion journals meet readers'expectation? How to attract advertisement investor? The right answer is learning about readers.This articles selects ELLE, Rayli and Cosmopolitan as the samples, and applies the methods of literature analysis and content analysis. Combining with the methods of qualitative and quantitative research,it gives a general description of their readers, analyzing characteristics of their readers and probes the prospects of the future of the Chinese fashion journals. This article tries to give some reference to development of the fashion journals in China.This article is composed of four chapters. The first chapter is introduction of the whole article, including the background, the research meaning and literature summarization. The second chapter is an individual case study on fashion journals and analyzing the prospect of their readers. The third chapter analyses the characteristics and trying to explain readers'incentive, and the new situations which emphasis the readers.The fourth chapter tells the defects of some fashion journals and gives some prospective on fashion journals in China.