The Communication Characteristicsanalysis Of Metropolitan Lifestyleweekly Apps For IPhone

The mobile communication market is one of the world's fast growing and largest in terms of money generated and value created. To develop a new digital media platform and follow the integration strategy, the traditional media, such as newspaper or magazine, launched its own application at App Store or Android Market for the mobile terminals. Specially, App store is the No. 1 choice because of the popularity and leading market share of iPhone.Metropolitan lifestyle weekly, the weekly between daily newspaper and magazine regarding contents, has a huge potential in the application at the mobile terminals. More importantly, the content and concepts of Metropolitan lifestyle weekly matches the tastes of the iPhone users to a large extent. They target almost same group of people at the market, who love the modern lifestyle and quality of life. Therefore, the study of Metropolitan lifestyle weekly's applications at App Store is creative and meaningful, practically and theoretically.Considering the brand awareness and the market status, the study selectes three main metropolitan lifestyle weeklies, "Modern Weekly", "Life Weekly" and "Shanghai Times", and their corresponding applications for iPhone as research samples. Combining the quantitative and qualitative approach together, under the theory framework of media integration and communication, through text analysis, control experiment, in-depth interview, the study compares and analyzes the width and depth of information reach, the attention rate of private information and public information, the users'adherence, satisfactory and acceptance rate of advertisement. The study outlines the publication model of Metropolitan lifestyle weekly applications for iPhone and theirfive spreading characteristics: extensive, private, experimental, adherence and social.Based on the media integration and collaborative operation analysis, the study argues that the applications of iPhone are completely new media, which need brand new content specially designed for the applications rather than simply copying contents from traditional media. At the same time, after the findings of users'experiences and feedback, the study raises a series of suggestions including the reading experiences, optimizing function and marketing campaign.