The Study On Outlook' Features And Editing Conception

As the first newsweekly after the foundation of People's Republic of China, Outlook is currently a newsweekly with the longest history in China.The weekly takes "authoritative,news-oriented,ideological,forward-looking" as its primary principles. Its authoritative interpretation of high-level information and in-depth analyses about political and economic news has won the paper a great fame.Outlook has already developed into a mature brand and formed a unique publishing philosophy and management model.In its 28 years of development,Outlook has gone through stages from the early development in the mid 80s to its prime in the early 21th century,as well as the reforming phase after entering the new century.The journal has kept pace with the times and created a series of well-known columns such as "high-level policy interpretation", etc.Outlook has developed its unique tenet:sticking to the Party's principles,fully playing the role of "mouthpiece" as its editing concept,positioning highly cultivated, influential readers as its readers,and constructive and responsible attitude as its policy for report.Outlook makes in-depth and forward-looking analyses and interpretation of information which comes from authoritative information source of "core group",and it strives to develop into a world-class newsweekly.Moreover,after entering the new century and with the on-going market-oriented reform of journals,Outlook Weekly promoted another version for the new stratum:Oriental Outlook.The two versions complement with each other:Outlook mainly aims at subscription and takes the party and government institutes as the principal readers;Oriental Outlook mainly occupies the retail market,with the newly emerging class as its audience.The two versions develop independently and prosper together,thus forming a unique "amphibious" management model within and outside the system.Years of development experience of Outlook has provided great treasure for the development of similar periodicals,but there are still inadequacies:the contents of the journal is more solemn and less interesting;the rigidity of its words has been under public criticism;public supervisions over Outlook is to be strengthened;in addition,the low digital degree brought by inadequate digital means of communication makes the weekly less attractive to young readers.There are still gaps between its running mechanism and the requirement of market economy.This dissertation shall conduct systematic and in-depth discussion and analysis of the characteristics of Outlook from the perspective of journalism and editing and publishing science.