Website Operation: Website magazine and website Grade

Website operation in fact, the concept of the so-called audience is not only recently launched, the magazine, is a typical media products. The history of the magazine is very long, for example in China, the first theme for the film magazine (This is a kind of audience)-"Shadow magazine" was born in 1920.

In newspapers, magazines, television, radio and other media, magazines are quite special. Because its reliance on the concept of "subdivision" is very heavy. In China, except for magazines like "fortnightly", most of them focus on specific audiences. The so-called subdivision, according to Shankar definition is: the whole market according to demand and preferences divided into different consumer groups or components.

Another feature of the magazine is that it is easy to promote overseas. This is very difficult for other mass media to do. Because of this, its subdivision has become meaningful. Of course, to promote overseas, does not mean that the original translation will be promoted, or to be localized, but the brand name unchanged. For example: elle, or ruili, are imported goods.

Because other mass media have difficulty in gaining a broader overseas market, the magazine can subdivide the target audience. Any successful magazine is a successful subdivision. The ability of this kind of cultivation of the magazine is its unique selling point, that is to say: is the characteristic that advertisers most value. From another point of view, the magazine can also use its viscosity with the specific focus of the development of more products and services, such as database marketing, exhibition services (for example: The very famous China Wealth Management Expo is a Shanghai "financial weekly" sponsored)

Before the advent of the Internet, magazines were the only bridge between advertisers and segmented audiences. In Europe, although American film and television is a great way to go, European magazines have always had "invincible" power. But as the Internet, including other new types of interactive media services, continues to emerge, the magazine is under attack.

Sina has established a model for China's network industry: News supermarket mode. This model is essentially a newspaper, not a magazine-style one. The road has been successful and overcrowded. If you want to find another way, the magazine is an excellent reference product.

Similarly, the Internet can easily cross the border, at least for the Chinese people, directly to Hong Kong, Macao and other Chinese regions of the world without language barriers. The Chinese market is quite large and there is ample room for subdivision. In fact, China's web sites rarely have global thinking, on the one hand, because of the market development funding, on the other hand, and "never thought so."

In traditional media, the interactive nature of the magazine is very strong, in part because the magazine's publication is long (the shortest is the nature of the week) and leaves ample interaction time. The internet is obviously a better one. For a Web site, the collection of user information, database mining and analysis, there is no shortage of raw materials.

Of course, compared with magazines, the internet lacks a "heavy sense". However, for consumer magazines, the so-called "thick feeling" itself is not really so "thick". Network magazine, is quite promising. This is why the recent resurgence of electronic magazines has been a big one.

However, I also have to warn that the "Sina" type of newspaper mentality to do "internet Magazine", it is doomed to failure. A real magazine, more or less, to speak a little taste.