Research On The Innovation Path Of The Column "Focus" Of“China Customs"

The frontispiece column is an opening of a magazine, the face and soul, the leader of each column and the course standard of the magazine. The frontispiece column hand reader oriented, bearing spread to the society information functions, also reflects its own characteristics and standards of the media. Its success is a huge impetus for the quality of the whole magazine promotion and can show the responsibility of media,boosting the media further the favorite of the public and the media identity. The frontispiece column is usually the center of gravity of a magazine is located, is a magazine embodies the most professional editorial team, the strength of the largest column, It need to edit the agency carefully focused on its growing."China customs" magazine is a professional magazine which is published by the Chinese customs magazine publishers. "Focus" column is the magazine’s first column, with ten thousand words above, mainly in the form of survey questions in depth report, released by the authority of the data, the import and export situation analysis and display the current foreign economic situation. Through years of development, it unceasingly reform the innovation, growing into a more representative successful column, has played a very good as the frontispiece column for the magazine image building, content dissemination and reader group established the positive role. So the research on the innovation path of the column is of great value and significance.This paper selects 36 period published "China customs" magazine "Focus" column belong 2011- 2013 for sample. Through the study on the path of innovation in three aspects, the column orientation column view, column style, draw the "Focus" and "China customs" magazine to the news of such fierce competition the strategy to occupy the market advantage in the market, by reference to the same type of column for the newspaper industry development.