Research On Development Trends Of University Campus DM Magazine

The DM magazine, a popular advertising medium in the West for years, made its debut in China in the 1990s. With the growth in the domestic periodical market and the advertising industry, the DM magazine has developed rapidly in terms of quantity, variety, location and market share, and thus has placed influence on certain target audience. But currently, most DM magazines target the readers at those city middle class with considerable consumption capacity, neglecting college students who have great consumption potential in fact. With perspectives of macro, medium and micro levels, this study researches on DM magazines for University towns. Especially based on the case of Shanghai Songjiang University Town, the study analyzes the prospect and problems of DM magazines for University towns which aim at the college students. Such analysis is relatively new in the research area.At the macro level, based on the existing research achievements, this study discusses the basic concepts, typology and the features compared to other ordinary advertisement. Based on the brief introduction of the context for the rapid growth of DM magazines in China, the study analyses its current development and relevant regulations, then discusses its prospects and problems based on the case of Shanghai. At the medium level of University campus, the study reviews the characteristics of college students and the media advertising market in colleges and universities, analyzes the situation of DM magazines in China, especially in Shanghai, and concludes the lessons and problems.At the micro-level, based on the questionnaire survey in Shanghai Songjiang University Town, the study uses SWOT to analysis the strengths, weaknesses, opportunities and threats of DM magazine for University-towns, then extends the development trends and strategies of university-town DM magazine.