Content Conception And Media Operation Scheme Of Character Interview Column In "Phoenix City" Journal

In the era where new media and traditional media are intermingled,journals are constantly thinking and innovating.On one hand,journals try to provide reading material and information from a new perspective according to readers' needs;on the other hand,they actively explore ways to develop from traditional paper publishing to the publishing orientation of networking,informatization,digitization,and multimedia.Taking the opportunity of setting up a new column in the "Phoenix City" journal,this paper proposes a content conception and media operation scheme of the character interview column,which is combined with the journal's characteristics and style positioning,and is based on indepth understanding of the readers' interests,in order to provide ideas and references for implementation.Firstly,the macro market analysis is made from political and economic environment,periodical market environment and new media market environment;the market preference analysis is made through the investigation and understanding of the target audiences' reading interest,the analysis and summary of the existing audiences' characteristics,and the big data research results of the national reading habits;and the market competition situation that the new column will face is analyzed in terms of industry competition,alternative competition and potential competition.Secondly,the SWOT analyses on the "Phoenix City" journal and the new column are carried out respectively,to comprehensively consider the strengths,weaknesses,opportunities and threats;the target audiences are defined under the overlap of the communication aspect and the sales aspect;the topic selection is made from the perspective of the journal and the audiences,and some general principles for selecting the topic are established;and the brand image of the new column is built with the interviewee,the interview content,the interview method and the interview theme.Finally,according to the survey and analysis results described above,the interview themes are classified into urban,rural and regional categories,each involving corresponding topics,and an interview outline is listed in an example form;the column process is normalized in the preparation,implementation,and propagation;and the "Phoenix City" paper journal is designed to be the main position,while the integrated network propagation matrix including We Chat,Weibo,Douyin,Sohu/Net Ease,and IFENG.com/JSTV.com is established with the concept of the convergence media.