Research On The Relationship Between 80's-writers' Personal Brand And Their Magazines

The appearance of 80' s-writers was closely related to literature magazines.After China's Reform and opening up,the market principle was gradually adopted in the domain of literature production,so revision of literature magazines became a boom,and the Xingainian competition contest which facilitated the appearance of 80' s-writers was a successful try in this revision boom.Then some 80' s-writers created literary works which cater to teenagers supplyed a gap of the market and cultivated followings.Except being a writer,they played more and more roles in market and society,and preliminarily built their personal brand during continuous exposure to audiences.Chief editor is 80'-writers' new status,and the founder of the magazine is helpful to strengthen and use personal brand.On the one hand,the text in the magazines is obviously personalized.The target audience of the magazines is roughly consistent with the readers of 80' s-writers'work,so there is sizable market demand for the magazines,in which also lies ideal and idea of bringing literature and thinking into daily life.Lots of pictures and interviews are contained in installation of column,which shows editors' concern as well.Chooseing and building a production team with similar opinion,so the style of magazines are similar with chief editors' own style,then the personal brand is enhanced.On the other hand,personal brand is helpful in promoting magazines.Chief editor decides the theme of magazine and avoids some risky topics.The use of We-media such as microblog and wechat shortens the distance with readers,chief editors such as Han Han and Guo Jingming are paid more attention on the internet.As can be seen from magazines promotion on internet,80's-writers propagating their magazines gains much more attention than magazines itself.Popularity of chief editor is helpful for magazines to attract social concern and increase sales.The network space offers public figures a channel to shape their image fully and in detail,and also offers readers a space with low threshold for interaction and carnival.Different publishing form such as mook,electronic magazine,book,film and televasion provides more ways for magazines promotion,and some chief editors involved in these works,so personal brand can enhance economic performance in many other fields.Many young literature amateurs who cannot be accepted in mainstream literature find a platform to get in touch with readers through these magazines hosted by 80' s-writers.Some of these amateurs gradually cultivat followings and their own personal brand with certain influence.At the same time,magazines tend to being stable and widely approved.Brand community including chief editors' personal brand,some writers'personal brand and magazine brand are emerging.This production pattern of literature helpfully provided a tutorial for writers,literature magazines and publishing house.However,overdependency of both other writers and magazine itself on chief editors' personal brand have a negative effect.There seems to be contradiction between personal brand application and so called 'anti-personalized' of magazines,and it is a problem need to be considered currently.