Communication Research Of Dalian DM Magazine

DM magazine is a young vigorous form of media in China. After the bumpy course in the initial stage, it has preceded a rapid development. In recent years DM magazine has attracted a lot of attention from media and advertising industry and caused a great deal of academic discussion. Relatively, DM magazine is a weak form of media in China, which survives in the crack of mainstream media. But its specific advantages and the potentiality of benefits still make many practitioners stick to it.As a young fashion city, Dalian has a good soil for the survival of the DM magazine. In recent years, DM magazine in Dalian develops rapidly. There are a lot of successful examples, but also some immature ones.This paper will study on the meaning, features and functions of the DM magazine, explore in-depth the content of this media. After that it will analyze the development of the existing DM magazines in Dalian, summed up the reasons for the rise. And then it will bring up some current surviving problems of DM magazine in the content, audience, the estimates of the effect, and the restrictions of policies and regulations.According to the successful experience of the DM magazine in Dalian, a lot of DM magazines still need improvement. First, they should establish a quite perfect data base through detection and investigation to increase specialization as an advertising media. Secondly, they can grasp the advertiser's target and the consumers' psychology, improve the quality of printing, and use the theme planning, discounts information and the choice of advertising to enhance DM magazine's content and attract more readers' attention. Thirdly, they can also use necessary effect detection for advertising to strengthen the persuading capability of advertisement, and improve the competitiveness. Cross-media marketing and scientific management is a strong support for the survival of DM magazine. As the administrative departments, reasonable support and strict supervision of DM magazine can also give the effective protection for the healthy development of DM magazine.