| In modern economy, the market is segmented gradually. Common mass media advertising is becoming increasingly unable to achieve the advertising effects as it is desired. Lots of segmented media have appeared rapidly, DM magazine is one member of this group. Ever since that time the first DM magazine of《Life Express》was born in Peking in 1998, this kind of new media has already bloomed all over the main cities in the whole country.It inherits the traditional DM's superiority, such as minute dissemination, free delivery, direct to audiences'. It also receives the content and the form of the comprehensive magazine. What's more, its low advertising price, flexible form, a good feedback mechanism and the characteristics of a wide range of adaptability help it continues to develop and grow. And then, it has formed the rising and current advertisement media nowadays in domestic.The first part of the article give an account on the academic background of DM magazine retrospectively in two parts, both from domestic and international, and the researching methods proposed in this thesis.The second part of the main article is on the development of DM magazines, summarizing the situation including the DM definition, at home and abroad market overview, DM types and the development stages.The third part analyzes DM magazine's booming reasons from social environment, comparative advantages with traditional media and their own internal factors. On the one hand, advertising cake is attractive for DM; on the other hand, the situation of DM magazines is not good. The fourth part of the thesis analyzes the disadvantages of DM development. .The question exists with doubts, and this is necessary to the development process of anything. But the superiority and the prospect can not be obliterated, and we must to affirm the DM magazine being appearing formidable vitality, when it is as the emerging advertisement media. The last part puts forward several solutions to DM's development. |
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