Researching On The Development Of City DM Magazine

Along with the rapid development of the internet technology, information industry, media industry has ever developed, modern urban population had limited information into a passive acceptance of indoctrination in the vast world of information. Social differential, clustering readers, media Focus, Makes the advertising business greater needs "precision strike missiles"——even hope to do peer communication, to open up the market their products directly to the establishment of efficient marketing platform. Thus, DM magazine came into being and was fast.DM magazine is the free Direct mail magazine for short, It intended to contain Direct Mail (direct mail) and Database Marketing (database marketing) two meanings. It is part-and text, images printed media production and consumption markets the way they operate, showing a strong need and the greatest possible combination of culture and industry. This stems from the American media in the form of50years ago, became the third largest media after the newspaper and the television media. From DM advertisement to DM magazine, China used more than10years since the late1990s. With the marketing concept increasingly clear of DM popularized, the operation of DM becomes mature day by day. DM has gradually been accepted by more and more people in our country, its influence gradually spread function and social attention for the people, have gradually been communication function and social influence have been focused by people.It can be said that DM magazine is a special phenomenon of the social culture in our country, sprouting with the marketing economy developing to a certain stage. Unlike traditional media focus on information dissemination and public-oriented features, with the spread of political news and other information to win a different socio-cultural audience, DM straight for the media is more focused on the consumer-oriented features to publish information-based consumer-oriented in order to attract the reader’s eye, leading consumer fashion. There is an obvious distinction between the bearing and the main function of information and other aspects. Especially for City DM Magazine which in the entry point of urban consumerism and City Magazine, It inherits the traditional DM’s superiority, such as minute dissemination, free delivery, direct to audiences. It also receives the content and the form of the comprehensive magazine. And then, it has formed the rising and current advertisement media nowadays domestic. While the domestic DM magazine’s market developing quickly, the difficult position of this profession also reappears gradually.The struggle to a shortage of funds, content and channel of serious homogeneity, audience and customers fled, the lack of professional talents, is becoming incisive day by day. How to resolve the contradictions has become the most important issue to have to face to DM magazine’s next step development, especially in the media’s new media age.In the development course of a profession, there is a common regularity in the deeper level, although to the different individuals and different shapes. This article researches from different levels on city DM magazine that is the most representative sample——Jinan Jingpin. How the focus and data marketing spread bring about the development opportunity to DM magazine, analyzes the existing problems of Chinese city life DM magazine’s and how to solve them, and the development trend of DM Magazine prospected.The reason why select "jingpin" research sample, on the one hand "jingpin " is one of the earliest founded in Jinan DM magazine, It has been committed to building the middle class fashion readers, reported the city of fashion, consumer life guide to high-quality content to win market share. After a decade of development and growth, Jingpin has become a leader in the DM magazine. On the other hand, Jingpin relies Shandong Commercial Group and relies Inzone Mall, Sofitel Jinan Silver Plaza, Inzone Auto, Lushang Zhiye as the fixed delivery channels, has its own unique advantages in capital, channels, and even the effect of the audience, thus ensuring the relative competitive advantages of the magazine. Choose it as a case study for excavation specialty development path of City DM Magazines with a sample significance.This article’s elaboration contains theory and practice. In addition, it’s detailed expatiation includes text interpretation, picture explanation, the data supporting and questionnaire survey aspects. Aiming at solving the problems in the operation of city life DM Magazine, the author raised some practical ideas and operational methods. Through the research in this article, I wish I can do something for the development of City Life DM Magazine in China.