| Periodicals founded by press have a long history in China. Dongfangmagazine that was created by Commercial Press in 1904 is commonlythought as the start point of Periodicals. Great achievements have beenmade in periodicals since the policy of reform and opening up wasconducted in China. The best examples are Xinhua Digest by the PeoplePress in 1979, Readers'Digest by the Gansu People Press in 1981, ChinaYouth Digest by the China Youth Press in 1982, and Story Collection byShanghai Literature and Art Publishing Group in 1963. Currently, thesemagazines have grown up to supporting points of these presses.In 1996, General Administration of Press and Publication of Chinaplaned to carry out a "Shekan" project. Since then, magazines founded bypress in China have been developed flourishingly. Nowadays, we are gladto see that the industry of periodicals in China has grown maturely. In themeanwhile, we have to admit that there are still many problems appearingin the way of development. These problems are preventing magazinesfrom developing further. How to face and solve those problems, andrealize continuous development of magazines are main concerns in thispaper.This paper consists with three sections. The introduction ofPeriodicals in China is given in the first section. The second section laysout an analysis of problems occurred in the process of development. Starting from seven aspects, including system, positioning, brand,specialists, magazine's management and administration, digitizedpublishing, and global strategies, I provide suggestions and possiblesolutions on these problems in development of magazines in the thirdsection. Those seven subsections are connected each other, and can bethought as seven individual topics also. They present a complete strategyof the continuous development of magazines. Base on the work ofpredecessors and colleagues, most of summaries and points gave by theauthor in the last part are original and insightful. |
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