Research On The Digital Transformation And Its Enlightenment Of National Geographic Magazine

Digital publishing which featured on the basis of markup language, in the display format of all media, and along with strong links, search function, is gradually affects the development of traditional periodical. Media transformation has become a trend of the future, and the popularity of smart phones and tablets have made people more and more used digital reading which changed by technology. With the time which words weights heavily has already gone. At the same time, big wonderful pictures combined with text were becoming a standard of development of geographic magazine. American National Geographic keeps up with the trend of the time’s development, and publishes its digital edition with positive attitude to finish its transformation which turns to be the big winner of its field.In recent years, transformation of digital media has become the hot topics. However, a lot of questions about it were still unsolved, such as, how to make transformation and what the final destination of it. Different standard hindered the process of the rapid development of the magazine. American National g Geographic will be my research object and will be analyzed from its process of transformation, strengths and weaknesses between its digital and paper editions, etc.Firstly, this paper mainly focusing on the entire development process of National Geographic Magazine. With the history of 125 years’ accumulation, development and expansion, National Geographic got excellent circulation. But it’s not stuck in the past. With the help of new technologies, this magazine to reform in an active way and to start transformation from print version to digital version. And in this transition, with its intuitive, effectiveness and collection features quickly attract the attention of the reader. Revamped magazine added video, audio, animation and high-definition pictures, which sweeping the former dreary image and conveying the unique culture of National Geographic.Secondly, this paper discussed from the perspective of content, technology, talents and operation of National Geographic magazine. National Geographic’s accurate audience positioning helps it win the circulation in the intense media competition. This cannot separate from its scientific utilization of communication conception. At the same time, it always adheres to the principle of "content is king", elaborates visual communication effect and narrative mode with pictures and text which all laid the groundwork for its success.Finally, National Geographic took advantage of rich and colorful content to show its geography and culture’s beauty and at the same time to establish a national identification which beyond the geography boundary. Besides, National Geographic keeps its creativity, pays attention to the trend of digital technology and be sensible to the market change which all turn it to be a good example of geographic magazine and can give us plenty of experience.