A Research On Contents Characteristics Of A Well-known Business Column The Investors' Diary

In the media industry, content is king. The newspaper columns on business in mainland China, which get booming in recent years, are confronted with the lack of experience, mature operationality and the support from the audience. In order to answer the question that, which kind of column content could help the columns on business get what they lack, this Article takes an unique success column for an example-the Investor's Diary, a famous column on business in a Hong Kong newspaper, which has formed its own characteristics.The paper has four parts.The first part accounts for the theoretical value and practical significance of the research topic, concludes the relevant research, and indicates the scope of the study and the main approach to the study.The second part is a comprehensive analysis of the column investor's diary, focusing on the column themes, ideas, logic and expression, with the viewpoint that the four facts respectively concentrate on audience's requirement, distinct personality, wealth of information and experience of reading.The third part reveals the formations of investor's diary, both socially and internally.The final part concludes the success of Investors Diary's content features, and explains its reference for the business columns on the mainland.The paper's opinion is that, after three years of development, investor's diary has not only formed its content of the formation of a stable identity, but also reached the unity between column content and business objectives. All its characteristics successfully make this column practical, fun, professional, and popular unity, and finally produced a two-dimensional extension of the reader influence, irreplaceable competitive utility and powerful impact on business industry.