The Research On Development And Variation Of Football Weekly (2001-2015) In The Perspective Of Communication

Traditional media is struggling under the background of diverse communication media.Many sports newspapers and magazines are dying out or struggling to survive.However,Football Weekly,the leader of Chinese professional magazine in football,has played an important role in its field for more than 10 years since the first issue in 2001.It is worth thinking about its development features and variation trends.By the method of documentary analysis,content analysis and expert interview,this paper studies the 662 magazines of Football Weekly released from 2001 to 2015.(675 issues in total)According to the data collected from questionnaires and advice from academics and media staff,the index system table is made to study development and variation in communication of Football Weekly.In the perspective of communication,from 4 aspects,namely communication subject,communication content,communication form and advertising communication,this paper studies development features and variation trends of Football Weekly,and then summarizes the reasons why Football Weekly is successful as well as the difficulties it has encountered,after that some countermeasures have been proposed to cope with these problems in the hope of supplying reference to the sustainable development of Chinese sports magazines.The development characteristics of communication of Football Weekly are as following.Full-time journalists are major communication subjects,but the proportion of print journalist and stringers is constantly changing.Non-tournament news is the main content of communication,in which personage news and team news are on the top priority.Communication form combines articles and pictures in terms of visual symbols,complemented with other factors.In addition,the quality is increasingly high because of revision for 4 times,which brings reading pleasure to readers.There are various types of products in advertising communication targeted to a certain group of people.In terms of advertising effect,it mainly stimulates consumption meanwhile gives consideration to public welfare and brand image.Analysis of variation trends in communication of Football Weekly: The major communication subject of Football Weekly has shifted from print journalists to stringers.Their attitude to reprinting foreign journals changes from shared copyright to researching the manner of thinking.Communication content ranges from comment on sports events to profound professional analysis.The reports put much focus on international football.What's more,the reports on national teams pay more attention to Chinese Men's National Soccer Team instead of taking account of three teams.As for communication form,the table forms are replaced by digital designs.Freehand cartoons featured with vision symbols are gradually disappearing.In advertising communication,the types of advertising items are various.The target population is clear.The content of advertisement ranges from essential consumption to high-end consumption.The advertising visual signs upgrade from double factors to three factors,which speeds up information coding.Facing increasingly tough conditions,Football Weekly is still standing firmly due to the following reasons: support from Titan Sports Media Group,slow growth in reading cost,far-reaching significance of collecting special issues,quick value-added of magazines,increased loyalty due to perfect service,and accurately adjusted reader positioning.The current development predicaments of Football Weekly: Core staff in collecting and editing is draining in communication subject.Reform orientation of communication content is single,which results in similar content with other media.New media doesn't make full efforts to develop more communication forms.Football Weekly is forced to get survival by issuing because of fewer advertisers and falling incomes of advertisement in advertising communication.For the development of Football Weekly in the future,this paper gives some advice.In the aspect of communication subject,the training system for staff in collecting and editing should be perfected.Communication content should stick to content more important than anything,guiding readers and meeting their needs.Football Weekly should broaden its communication channels,actively combining with new media in communication form.Advertising communication should learn from fashion magazines to complete marketing model transformation.