The All Media Age Men's Fashion Magazine Theme Strategy Research

As the internet develops in a high speed during the all media area, new things are coming too fast in a rapid pace. Traditional media are flagging and the periodical market is shrinking as well. With the strong impact of new media and smart terminals, bubbles permeate the Chinese market everywhere. Under such circumstance, most of the media are seeking the transformation.In this situation, traditional media are seeking transformation to survive through this cold winter. Due to the Law of Survival of the Fittest, some traditional periodicals have to step down from the stage of history, but some arc finding the new profit growth during the self-transformation. Esquire is the excellent example. As the leading domestic male fashion magazine, facing such situation, Esquire never stops exploring not only in the new media field, but also in the aggregation platform. It has already pursued cooperation in many fields and became the leader of cross-border cooperation.The male fashion magazine in China has a transient development history, but it is essential for male daily life. By analyzing the former personage position, ceremony strategy,and presentation of Esquire during the all media area,this article discusses the thematic strategy of male fashion magazine during the all media area and study the audience localization and masculine image portray of Esquire.