The Research Of MK Weekly In Founding

In2006, Chinese original cartoon market continued depressed for a very long time,Comics Journal of the performance was very sluggish, which leaded to many of cartoonauthors looking for other works instead of cartoon creation.In the time,“MK Weekly” of Zhi yin Media Group appeared in the cartoon market inhigh-profile style, which made a publication miracle of ranking the first of China and thesecond of the World. Chinese native original cartoon came back to appear in front of manyreaders, finishing the situation that Japanese cartoon controlled the whole cartoon market.“MK Weekly” aimed to the theme of “Young dream, youthful love (Young youth hasdream and love)”, persisting on original stories in colorful prints and in series, in order toattract readers and satisfy them with meeting the theme of the psychological characteristics ofyoung readers comic. Uncommon colorful cartoon overcoming the native drawbacks of blackand white cartoon, giving the readers’ strong visual shock and was loved by readers verymuch.In the respect of readers,“MK Weekly” orients at teenagers, attract the readers throughthe cartoon stories according with their features, satisfy their reading motivation, maintaintheir reading behaviour. In the respect of authors,“MK Weekly” pays attention to the coreauthors to insure the quality of “MK Weekly” and cultivates new authors in the same time.Moreover, the unique features of the theme of “MK Weekly”, the unique features of thecontent of “MK Weekly” and the unique features of the typing of “MK Weekly” establish asolid foundation for the journal development in a long time.“MK Weekly” emphasizes interactive concept. In the first place,“MK Weekly” carryout the system of collecting and editing. The editors always hold on the cooperation with theauthors, create the work and put it into the market with the authors. Then, readers take part inthe periodical scheme and effect every link through interactive judging chart. Topic design,editing publication and publish in instalments emphasize authors’ initiation, aim toall-dimensional interaction in title page, column, works and the net. In the foundation of pefecting the periodicals of “MK Weekly”, the Zhi yin MediaGroup starts to expand the development of industry chain. Up to now, the industry chain ofcartoon, periodical, animation and game has already complished in the foundation of cartoon,and the sales volume makes a progressive increase in successive years. What’s more, the Zhiyin Media Group subdividing the readers, derives a series of cartoon periodicals which meetthe needs of different ages readers. The system integration of the same publication aim, thesimilar running style and the same region complishes the periodicals’ demassification runningthe colony industry. These periodicals share resources, intense the idea of brand, create newperiodical, improve the market competition and save cost with interaction andcomplementation, bringing about new development opportunity, Up to now,“MK Weekly” asthe core areas of MK published comic group officially formed.“MK Weekly” quickly come to the fore once listed in the market rapidly with the supportand leading of the Zhi yin Media Group and leaders of “MK Weekly”. In the latter part of thedevelopment process, it makes good use of the original cartoon to establish its brand, payattention to the new authors, to perfect the author group and take the advantage of thegovernment support. With all of the above,“MK Weekly” establishes the mature editingsystem and scientific development concept to ensure the development of all-dimension. Up tonow,“MK Weekly” has the advantage over other similar woks in the Chinese cartoon marketand develop strongly and rapidly. However, some problems are needed to notice and solvedsuitably, for example, the reader dominant system, the same content quality and the suitableuse of network buzzword and dispute over copyright.This article makes a research of “MK Weekly” in the respect of the advantage of startingthe publication, reader positioning, author groups, editing feature, periodicals effect, brandextension, the existing problems and so on. Moreover, it aims to make suggestion for thesimilar publication even the development Chinese cartoon industry through analyzing thesuccessful experiences and existing problems of the leading periodical “MK Weekly”.