New People's Daily Supplement "magic Cup" Development Research

Now, we are in the age that the new media emerges in endlessly, then how can the comprehensive arts and literature supplements develop? As the supplement of XinMin Evening Newspaper, how can'Ye Guang Bei'make more progress in the future?'Ye Guang Bei',as the supplement of XinMin Evening Newspaper, established in 1946 in Shanghai. After over 60 year's development,'Ye Guang Bei'has built up its own influence and special features, and been evaluated as a famous brand in Media. Without profound literature and historical background,'Ye Guang Bei' cannot own so many readers. In the brand new environment, how to keep the development of a supplement in a healthy manner has become a very hot issue for research and discussion. The analysis and research in'Ye Guang Bei'in this paper makes sense in practice.The paper analyses the necessity and inevitability of supplements in the new century. Just as the report of the Seventeenth National Congress of the Communist Party of China,'Socialist culture is thriving as never before, but the people have growing cultural needs and have become more independent, selective, changeable and diverse in thinking, setting higher requirements for the development of an advanced socialist culture.'The exists of supplements meet the needs of readers that are independent, selective, changeful and different. Therefore, the research in'Ye Guang Bei'is representative.The paper analyses the history and development of'Ye Guang Bei'. It also has some research in the contents of'Ye Guang Bei' from 1946 to 2009. The result shows that although the contents didn't change a lot, the details changed as the time went by. We can say that the age of'Ye Guang Bei'is old, but the content keeps pace with the times.Now,'Ye Guang Bei'is also called the'Xintiandi'in Shanghai media which will let people know the culture of Shanghai. The paper analyses the difficulties and problems of'Ye Guang Bei', and also produces some suggestions for the future development and innovation of'Ye guang Bei'.Challenges always exist with opportunities. We all expect that'Ye Guang Bei' can take the challenges, hold the opportunities, and get the most potential out of its supplement brand.