| In the first year of the twelfth five-year plans, the cultural system reform has entered a new period. The national press and publication meeting was held in Beijing, Jan. 2011. At the meeting, Liu Binjie, Director of National Copyright Administration, said that promoting further reform of Press and Publications unit Classification is an important task for the future. The current events newspapers and journals, such as Party newspapers and journals, should be reformed as public institution. Besides that, other non-current events newspapers and journals publishing units with independent legal personality should completed or basicly completed the task of restructuring and transformation before Jun. 2012. The reform of non-current events newspapers and journals is heading into the final stage. The countdown of the comprehensive cultural Journals enter into the market has begun.Comprehensive cultural Journals are also known as consumer periodicals in west. The journal has broad content and huge readers. Further clarifying its readers and getting the knowledge of their needs is of great importance in the context of further reform, this means a lot to the survival and development of the journal.Firstly, the paper discusses the concept of comprehensive cultural journal, target audience and measurement. Also, the paper introduces the thirty-years process of cultural system reform and the great importance of target audience measurement in this context.This paper introduces the basic principles of measurement of target audience and the content of target audience measurement from the demographic characteristics, social psychological characteristics, lifestyle features and characteristics of media consumption behaviour and so on. The paper focuses on the key points of audience measurement by research of the needs and behaviors of media consumption. Finally , from the dialectical point of view, the paper puts forward some issues that should be noted during the measurement process. |
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