Study On The Development Of Outlook Weekly

Since China’s reform and opening up, the burgeoning stratum and media form comes into being with our society developed form simplification to diversification as well as the demand for information evolved from popularization to demassification. Under the condition of traditional media such as newspapers, broadcast and television has established its maturing pattern, in addition to newfashioned media like Internet and mobile phone reached a rapid development, news weekly rises and amplifies with its unique idiosyncrasy and qualified content, plays an important role in analysising news report and guiding public opinions. As the earliest founded newsweekly after new China, Outlook Weekly showed great pioneering significance, set up a typical example of Chinese newsweek, formed its authority, deep and comprehensive and forward-looking propagation characteristics and has grown into the first brand among China’s news journals.For the editing principle, Outlook Weekly positions itself as the news authority and its tenet of publication as a lookout for Chinese renaissance determines itself as a mainstream news weekly. It acts as the "mouthpiece" in news reporting and responds to strive for the power of discourse in the world. It commits to affect the advanced social groups, aims to be a referencing tool for decision-makers and role as a "think tank" in decision-making of government and enterprises. Outlook’s scientific and reasonable editing principles indicate and firm its direction of developing as a mainstream newsweek.In terms of conception, Outlook Weekly has a incomparable core competitiveness in authoritative source of information and profoundly analysis of news report. Depending on the powerful support of Xinhua News Agency, Outlook not only has the ability to announce first-hand official comments as well as release the exclusive manuscripts from it at the first time, but also establishes its authority in the weekly news magazine by the Column "Special Coverage" and "Social Survey". Moreover, insisting on positive news report perspective, Outlook plays an important social impact in building and guiding the public opinions.In the marketization process, Outlook has achieved a perfect combination of the traditional management and market management by creatively transform of its business pattern. On the basis advantages of subscription and postal distribution, Outlook established its subordinate magazine Oriental Outlook for the demand of diverse readers, and has formed a pattern of diversified market for publicly-funded subscription and individual consumption.The evolution of media ecological environment resulting from economic development and the advancing of communication technology, the market division of readers according to Audience Segmentation Strategy, the impact of digital publishing on traditional media and rising media competition brought out by marketization all put forward new tasks to the sustainable development of Chinese newsweek. This study holds that Outlook should break boldly traditional institutional constraints, abandon the-more-familiar-the-easier concept, intensify publication innovation, continue to take its advantages in content and resources, and form a periodical group of a higher and broader level, expanding its brand influence as an old-brand news weekly to all over the world.