Dissemination Characteristics Of New Weekly

In August, 1996, "New Weekly" was founded in Guangzhou until now already the nearly 13 years. It took a reflection native place to live the information and the current event news magazine, it insisted all along keen, novel, in addition kind, fashion attitude, to the social tidal current dynamic earnest attention, already became in the Chinese periodical market most to have one of public opinion influence magazines. "New Weekly" has brought a new atmosphere for Chinese periodical market, is the social reforming time new demand. Its viewpoint is bright, and the individuality is prominent, already established own brand image, becomes the new sharp tidal current. The present paper selects "New Weekly" takes the object of study, the utilization dissemination study, journalism, the sociology, the economic and so on multi-disciplinary theories. From the idea, the content, the shape, affects many angles to carry on the analysis to its dissemination characteristic, the stress analyzes its success, simultaneously also proposed that it manages the publication limitation.The paper is composed of three parts, respectively be foreword, main text and conclusion. The foreword introduced with emphasis "New Weekly" road, the quantity issued, the column establishment as well as this article the opening issue research goal, the significance, the research technique and uses theory, and to "New Weekly" the dissemination characteristic makes the overall appraisal.The main text divided into three parts to elaborate in detail "New Weekly" the dissemination characteristic, the primary coverage was as follows:The first part is "New Weekly" the idea spirit and is located the audiences, to "New Weekly""new sharp"the idea,"four business"the idea and the critical spirit carry on the careful explanation. Thought that"new sharp"may explain is"fresh","novel","the new thought","the new angle of view","the new concept","keen","incisive","sharp"and so on, but generally speaking, what represents is innovates unceasingly and makes a great show of one's talents; Simultaneously is right"four business"the idea is the viewpoint supplier, the visual developer, information conformity business and the media operator carries on the summary analysis and the explanation; Finally introduced "New Weekly" the unique critique posture. Regarding receives the audiences to locate this article to believe through the analysis, "New Weekly" locates"the opinion leader"is in each social stratum the commonly used own information and the viewpoint affects other people's person. The magazine editor provides the creativity diligently for its target audience, from the idea to the life, from the ideology basic necessities of life, they estimates, the analysis to the white collar worker thought that to the white collar worker life's design, the conception, and makes widely known even the call type to express, wins the localization by this and commends audiences' approval.The second part introduced "New Weekly" content characteristic and shape characteristic. The analysis which the content research is aims at "New Weekly" the selected topic, the report, the plan and the language aspect distinctive quality carries on, thought "New Weekly" the selected topic is broad, reported criticizes and the conformity way primarily; Plans uniquely, contains the special plan pattern and inventorying makes the announcement pattern; The language sharp belt spot taunts, in the exaggeration a belt strangeness, has that intense critique, also has the emotion extremely. The shape research is aims at "New Weekly" the title page, the table of contents, the format, the drawing, these external packing characteristic analysis. Induces three characteristics regarding the title page, namely visual impulse, has the originality and the performance method is diverse; Regarding in page multianalysis its catalog, format and picture characteristic. This part is "New Weekly" synthesizes the characteristic and core competitiveness manifestation, is the author with emphasis inspection part.The third part has explained "New Weekly" status influence and value appraisal, from "New Weekly" the quantity issued and the popularity obtained, to analyze it in the domestic periodical status influence, the overall have arranged at before the position. Regarding "New Weekly" the appraisal, has mainly analyzed its significance, pointed out "New Weekly" is one"new"the model, is one combs, selects the tool and the manufacture topic seed, is a white collar worker approval magazine; Simultaneously also proposed "New Weekly" in the pattern, the selected topic and the content limitation, pointed out it innovates difficult, the depth to be insufficient and the content draws conclusions from a part.The conclusion part proposed author constructive opinion which develops to "New Weekly". Must first insist uniquely, raises the innovative ideology, points out "New Weekly" only then while insisted that oneself unique, gets rid of the inherent pattern the fetter, dares in the special plan and other columns to innovate, can have a longer-term development; Second must maintain the brand, the promotion content quality, points out "New Weekly", if wants to let the consumer purchase continually must place the promotion content quality first, insisted that oneself topic plan the pattern and the characteristic, enhance oneself newsgathering news the level, enhances is inventorying and the ranking aspect specialization and the authority, only then can maintain own brand like this, can have continuing to support the audiences. Third needs to advocate rigorously, is separated from makes the Xiu pattern, pointed out that "New Weekly" must step onto the advocate rigorous path, gets rid of"is Xiu"the pattern as far as possible, can the healthier order development, step onto a positive cycle the path. Fourth needs to develop the market, the excavation latent receives the audiences, points out "New Weekly", if wants a better development to while develop the market to unearth latent the audiences.This article embarks from a spot, to one of Chinese individuality brightest periodicals "New Weekly", makes the macroscopic summary and the perspective analysis, the system studies its dissemination pattern and the effect characteristic, provides a pattern reference take the time as the entire periodical industry, also seeks for road of the innovation for the Chinese periodical market.