Content Changes. "reader" Audience Needs Analysis

"Duzhe" was originally called "Reader's Digest", founded three decades ago. In the three decades, because of constant circulation and popularity, the "Duzhe" become China's first issue and a myth of the Chinese periodical publishers. It was born in a big environment of China's reform and opening up, its success is no accident and luck, but having the experience and laws to follow. One of the most important cause is closely linked with the audience, therefore, analysising the relationship between content and audience in three decades, has very important significance.In this paper, being a case study, "Duzhe" use research methods of quantitative and qualitative, combined with literature analysis and statistical analysis to discuss the content changes of "Duzhe", the audience needs changes, relationship between the content and audience needs. Full-text focus on two themes of content and audience needs.Chapter 1 is the introduction, describing the value of research, theory and methods. Firstly specify the background and significance of the topic. Secondly discuss about the research on the subject of profiles in detail, including Duzhe's development stage, content research, audience research, audience needs and media use. Finally outline the research content and methods used in the text.Chapter 2 is the analysis of the content changes. The study of the contents main set from the columns, the article of "BUILDING" and Case Study. Columns reflect the macro trends of the contents. "BUILDING" as the brand column, the content of his article, reflects content changes in macro level. The analysis of Case Study reflect the content changes in the microscopic.Chapter 3 is the analysis of audience needs changes. This chapter explore the audience needs change beginning with an overview of the audience need. Firstly overview requirements and needs, content and characteristics of the audience. Then highlight the "Duzhe" targeted audience. Finally analysis the main features of the audience needs in the 80's,90's, and 2000 this three stages.Chapter 4 discusses the relationship between the "Duzhe" content change and the audience needs. Firstly discuss the relationship between content and audience need. Then analyze the relationship between the "Duzhe" content change and the audience needs. Finally discuss the approach of influence, such as carring out recommended draft system, emphasising on audience letters, setting the audience interaction columns and setting networking platform.Chapter 5 is the revealation of the "Duzhe" experience to other magazines in China. Discussed from two levels, first level is the revelation to the general magazine, including the content optimization, paying attention to the audience needs, Timely adjusting content. The second level is the revelation to digest magazine, including extracting for original articles and establishing article database.The study found that the "Duzhe" has always insisted the contents position and made a slight adjustment according to times and audience needs in three decades. In the first decade, the contents mainly focus on outstanding foreign cultures and traditional culture. The middle years, contents increase the sense of reality, closing to the times, the community and the masses. After 2000, the content is more concerned about the human mind. In these three years, "Duzhe" is not only adhere to the same content position, but makes adjustments according to changing audience needs, making a good grasp of the content and the audience. This makes it remain on the glory trail for long years. This practice is worth to learn from other magazines.