Development Strategy Of Xinmin Weekly Magazine By Using New Media

The development of traditional media has been influenced by new media, and new media also bring opportunities for the traditional media, especially the weekly magazine which was characterized by the depth reports. In the new media environment, there great changes have taken place in the weekly magazine’s news content production, transmission-audience relationship. Also, weekly magazine encountered unprecedented development dilemma, including how to transform the paper media content production to fit the contents of the new media environment, how to shift from traditional one-to-many communication methods to spread in a variety of vector corresponding to the target audience, and how to shift from the traditional media-the relationship of the audience for the audience centered. Traditional media introduce products and services which adapt to the audience’s reading habits in order to create brand and expand influence.This paper concentrates on the new media, App, weibo and micro letter on the basis of literature review, focuses on the purpose of the thesis and direction to construct a research framework. This paper choose "Xinmin Weekly" as a case to analyzes the problems that in the process of new media development and analyzes the reasons behind the successful experience, combined with the operation of the journal for the existing problems and the development of the potential threat. This study will provide some constructive strategies and guide its development in a benign direction.This paper mainly divided into five chapters, the introduction summarizes the research of new media literature to help the readers to understand the current situation of the development of new media of news journals; The first chapter, the second chapter and the third chapter analyze "Xinmin Weekly’"s APP client, the content of weibo and micro letter characteristic and defect of its communication; the fourth chapter summarizes the new media’s development and the insufficiency of the news magazine; the fifth chapter proposes the benign advices in the mobile new media environment.