On Convergence Development Of Chinese MOOK And New Media

MOOK(Magazine Book) is a continuous publication combing the advantages of magazine and book. There is a fixed MOOK title, and special topic in each issue of MOOK. Comparing with traditional magazines, MOOK has a longer life cycle, and the publishing period is more flexible.Under the background of media convergence, traditional publishing industry is facing a new communication environment. It’s not only changed the original technology and the form of the publishing industry, but also profoundly changed the existing publishing ideas. The audiences of the MOOK are also the most active users in the new media area, the MOOK takes advantages of the high quality content and the user base to integrated with the new media actively.In this paper, the methods of literature research, case studies and survey were used. The current situation of MOOK editing and publishing were summarized by reading different kinds of MOOK,the convergence process of MOOK and new media was summarized by experiencing the MOOK’s new media services, such as website, blog, micro blog, WeChat, mobile reading APP and e-commerce platform. Users’ usage data of the MOOK’s new media were analyzed based on the theory of communication and management. The strengths and weaknesses of the convergence of MOOK and new media were discussed, then the development strategies were put forward.