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The audience segmentation from the perspective of the "new weekly" research

Author: WuChang
Tutor: FangXiaoHong
School: Nanjing Normal University
Course: Journalism
Keywords: Audience segmentation New Weekly The middle class
CLC: G239.2
Type: Master's thesis
Year: 2012
Downloads: 221
Quote: 0
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Abstract


Adhering to the "new" of the concept, New Weekly has developed for fifteen years, which is one of the successful well-known News Journals. New Weekly was established in the middle of1990s which is the in the social transformation period of economy. This domestic media market of this stage was in the early level of marketization, while mass communication was still the mainstream of popular forms of communication. With the gradual opening and marketization of the media and the arisen of "the fourth media" arisen, audience segmentation form tends to be clear. Face with the challenges of the market and the threat from new media, New Weekly?, publication is a continuous self-adjust process adapting to the market. It firstly had a crisis at the beginning, and then became flourishing after the reputation started to spread, till the plateau now, New Weekly is always in the pursuit of the market trends and the exploration of grasping the readers’needs, therefore it formed its own features even the"New Weekly mode" with certain reference meanings.At the same time, the audience began to stratify due to the transition of the social and economic development, while the middle class is one of the prominent groups. This group of people has a higher educational level, economic ability and a higher level of consumption, and has rational thoughts and opinions about judging things. They are passionate about pursuit of new things, and having high demand on getting information. To suit the demand of this group appear the middle-class publications. The target audience of New Weekly is the middle class with new thoughts, therefore, it’s editing strategy is always running around the middle class’s need.This article states from the perspective of the audience segmentation in two directions: the editing strategy and marketing strategy. This study investigates how New Weekly formulating it strategies according to its target audience. It Analyses the effect and insufficiencies of the strategies and forecast the development of New Weekly and the prospect of the whole magazine industry, and tries to give some countermeasures to the problems it has.

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