Xi'an Dm Magazine Study

DM magazine is the free Direct mail magazine for short, it is a form of media appeared in western country more than 50 years ago. Now it has become the third largest form of media in western country only behind newspapers, television media.From the early nineties China has DM magazine budding, with the journals marketing and advertising industry has become More mature, DM magazine has a rapid development in terms of quantity, variety, area and market share. So to some extent,it has influence in a range of audiences, and its development trend can not be underestimated. Based on this, the research for DM has also aroused the concern of the media. In this paper, after Combing a lot of theories related to the existing literature, I detail the journal of the historical origins of DM, the existing type, development status, as well as advantages and disadvantages. And focused on this basis, I select a number of xi'an local DM magazines to make content analysis and comparative study ,as well as the full-depth analysis of cases and problems based on the strategy, trying to solve the problem.Finally, I shifted the perspective to the Focus spread function of DM magazine. How the focus spread bring about the development opportunity to DM magzine, how DM magazine exacerbated the depth and breadth of dissemination, how they are co-exist in today's rapidly developing society of complementary physical and economic. With the Discussion of DM magazine's substance, Let's see DM magzine on the present-day society will bring about what impact of the unprecedented.