Market News Journal, Two-lane Construction

During the new century, Chinese news periodicals industry develop at a faster pace. On the one hand, the community is concerned about their own, reading magazines are no longer just a pastime, but also a way to learn. On the other hand, more and more people are willing to choose news periodicals to know the outside world in the open modern life.From the beginning of the birth, Southern People Weekly chose market-orientation strategy. After more than three years of development, it has now became a leader on the market of Chinese news periodicals and has been basically achieved profitability in 2007. What is the secret of dual linear construction of Southern People Weekly? Apparently, it's a good sample.At first, this paper defines the magazines and establishes the scope of the study; next, analyzes the causes of booming about the news periodicals; then, this paper focuses on the dual linear construction of Southern People Weekly, which is a Chinese famous news periodical. The methodology of the paper is case study, and content analysis. The creative point is the paper studied the strategies of the periodical through the content production and operating management. The paper selects all magazines of Southern People Weekly since 2004 to 2008. The third part and the fourth part are emphasis.