The Research Of The Special Issue In China

In recent years, the newspaper in China has developed quickly. The special issue alsochanged greatly. However, the research of the special issue is continuously a field few peopletouched upon in the study of news professional work, but also in the teaching material of thenews. The research of special issue has been lagged behind the development of the special issuebadly. For this reason, the author tries to make more systemic arrangement in the base of otherscholars' achievements.The article includes five parts. The first part is the definition, come into being,development and types of the special issue. The second part is the characteristics of the specialissue (including the comparison of the special issue, monograph and the supplement, thecomparison of the special issue and the published newspapers, the comparison of the specialissue and the magazine) and the role of the special issue in newspapers' development. The thirdpart is the phenomenon of the special issue and its' background. The fourth part is the planning(including the basic points and the Basic principles) and operation (including the organizestrategy, the advertising marketing strategy and the brand strategy) of the special issue. Thefinal part is several thinking about how to do the special issue of the newspaper better incurrent.