| "Popular medicine" was founded in1948, is China’s publication of the earliest medicalpopular science magazine, has not underestimate the impact on Chinese several generation ofpeople’s healthy quality and improve the culture quality. The initial state of health is worrying,the masses have strong desire for medical knowledge,"popular medicine" to "let the medicalattributed to the public" for the purpose, it introduces the latest science, and to popularizebasic knowledge of medical care, the reader deeply trust and love, become the popularpublication at the time of the."Popular medicine" magazine has65years of experience, pay attention to grasp the threecharacteristics in the process of:Scientific publications: hire medical workers with profoundmedical background as a professional support, fully guarantee the scientific publicationcontent. Each more than80%articles by the medical staff, research institutions, workers towrite, false information, publicize scientific knowledge, as the reader faq;Knowledge:publication content rich, diverse forms, strong feasibility. Both prevention and treatment ofdisease, but also relates to the daily life of health management. With a flavor of the times inthe content selection, pay attention to the current hot topic, with a macro perspective, aims tocultivate the reader a healthy attitude towards life, disease prevention in the firstplace.Practicability:"Popular medicine" special topics planning, and strive to do the needs ofreaders service. In order to be lively and vivid language style, focus on the people’s healthylife. In a publication at the same time, a series of readers service activities, deepen regardscommunication, interaction and open publication, and achieved good economic and socialbenefits.In today’s rapid development of digital technology,"popular medicine" walk in theforefront of the development of the media fusion. Magazines and radio, television and othermedia cooperation, strengthen the propaganda."Popular medicine" good use of new media,opened its own website,"popular medicine" web site provides content reading, readers’ forum, audio podcast content, implementation and complementary paper magazine readers. Thedevelopment of mobile phone version of the client use, is "actively trying to popularmedicine" for the mobile media applications, use the most convenient way of reading, providehealth knowledge to the fullest, and provide reference in the profit model for the sameindustry.This paper mainly2011~2012year "popular medicine" magazine as the researchfoundation, combined with the "review of popular medicine" publication history, using themethod of content analysis for quantitative statistics on the magazine manuscript origin,background, analysis and summary of publications column orientation, content features."Popular medicine" in the course of65years, and gradually build their brand value, payattention to the two communication and brand extension. Trying new media field, introducedthe network version, mobile phone version of the magazine, the publication and disseminationof the rich means.Enhance the quality of life as people, healthy problem more and more get attention.Health journals market has also been hitherto unknown boom. This paper will care journalsinto three types, one is for a particular type of group health publications, such as "health","Ugeneration", two is a comprehensive health publications, such as "popular medicine","familydoctor", three is the abstract type health-care publications. Many types of products introducedto the market competition is intense, a lot of serious homogenization, carve up the form andcontent of the similar will bring market share, even the "popular medicine" this oldpublications have to face the competition in the market, strengthen the characteristics todefend their territory, to seek a new way out. The future development of medical popularscience magazine may face problems in the analysis, and proposed solutions. |
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