"fashion" Magazine Group's Operating Mode Study

General Administration of Press and Publication of the People's Republic of China said that the China's publishing industry would develop with the aim at construction of collectivize, market-oriented industry and industrialization in the"2004 Beijing International Publishing Forum". This also means that China's periodical publishing industry will have new changes. Actually, there have been a number of magazine groups, such as the Reader, ZhiYin, Trends Inc. It is unprofitable and unrealistic that a magazine company just publishes a magazine. Especially with the growth of distribution, advertising, publicity, management costs, it will face to bankruptcy in the fierce competition. In this environment, the Trends Inc. takes the leader of reform and now it has had 16 magazines which almost cover various categories of consumer. The Trends Inc. has become a powerful magazine publishing company in China through international copyright cooperation, multi-level and multi-faced advertising carrier, three-dimensional distribution, brand extension and good reader service. And it has formed a strong size in the magazine edition, advertisement, publishing, printing and distribution.This paper aims to find an excellent method for China's magazine industry from the operating mode study of the Trends Inc. This article includes four parts: the first part is the history of Trends Inc.; the second part is the core part of this article, which analysis the Trends Inc. operating mode; the third part gives some advices to China's magazine industry from the successful operation of Trends Inc., the trends of China's magazine industry developing and operating characteristic of other magazine groups; last part is the summit. It is the only choice that magazine operation will become grouping, industrialization.