The Research Of Chinese Juvenile Literary Magazines From The Perspective Of Publishing Ecological Niche

In a multimedia era, the social and cultural life seems to be undergoing various changes, and therefore the publishing industry is facing all kinds of uncertainties. Many people argued that publishing is a sunset industry; while Chinese juvenile publishing is still widely applauded as "sunrise industry".Becoming a power engine brings intense competition. As one branch of traditional Chinese juvenile publishing industry, Chinese juvenile literary magazines are caught between two polar situation of ice and fire in recent years. Although Children’s Literature is hot, most Chinese juvenile literary magazines do not feel the warmth. Many doubts, confusions, struggles and reflections involved, which are worth exploring and studying.Current research on juvenile magazines still ignores the difference among different genres of juvenile magazines. Actually science, teaching, comprehensive magazines are different from literary magazines, despite the fact that their readers are all children. That’s because their purpose, subjects involved are different. Juvenile literature publication, therefore, is appearing with its unique style.As for Chinese juvenile literary magazines, their content is about liberal arts, apart from popular science magazines. They are more subjects related than comprehensive magazines but less subject related than teaching magazines. Their readers are totally different from baby magazines, overlapped with middle school magazines. They have cultural and language difference with minority magazines. As children after class reads, they cannot make full use of administrative resources and be distributed like teaching magazines, so high quality is all the more essential. On the other hand, they are not influenced by changes in related policies, which is conducive to achieve the editorial ideal. Compared to many foreign countries, Chinese juvenile literature started late.Thanks to the contribution of many literary masters and the unremitting efforts of Chinese publishers to introduce foreign children literature to China, and thanks to profound reflection on and substantial reform of Chinese educational system in recent years, the children’s literature developed rapidly. At the same time, commercial awareness, the spirit of entertainment, consumer psychology, Internet and other new media, also contributed to Chinese juvenile literature magazine’s rapid growth and reshuffle.For the reasons above, the research of Chinese juvenile literary magazines is very necessary.Introducing the ecology theory to publishing industry is an eye opener to the publishers. It allows them to concern with its species all kinds of connections and the internal dynamic balance among the publishing communities. Moreover, publishing niche describes the status of publishing media in publishing ecological environment, emphasizes the characteristics, encourage innovation and personality, as a way to win a unique publishing niche, and get more ecological nutrient resources. In addition, publishing niche idea look at the publishing from the viewpoint of development, as plants need growth period, publishing media cannot accomplish at one stroke and the publisher need a sustained growth pattern too.This paper studies Chinese juvenile literary magazines from the perspective of publishing ecological niche, to find their status quo and problems in a specific changing period of business and technology environment. Furthermore, the paper analyzes the causes of the problem, explores its survival and development strategy, in order to adapt to the changing publishing ecological environment, achieving healthy growth of the industry.The first chapter is the introduction, describes the research background and significance of the research, key concepts, research methods, previous studies in this subject and innovation in this paper.The second chapter is about the history and the present situation of Chinese juvenile literary magazines.The third chapter analyzes the causes of the Chinese juvenile literary magazines’ nutrient deficiency in terms of publishing ecological resources.The fourth chapter explores Chinese juvenile literary magazine’s survival strategy from the three aspects:subdivision, integration and creation.Subdividing publishing niche means becoming an independent school in the same magazines, mainly relying on highlighting content’s personal style, training the authors,and improving the magazine emotion value.Integrating publishing ecosystem is making the best of internal and external resources, having complementary advantages. For example, the magazines of the same press make cluster management just as fingers holding into a fist; similar publications join efforts together through industry associations, help each other and seeking common development; B2B marketing mode seeking support from the social power alleviate the problem of weak distribution.Creating the publication niche requires more wisdom and innovation. For example, juvenile literary magazines are a close link between readers and authors, so they can highlight the long tail effect through publishing books. With the call of alleviating burden of primary and secondary school students, nationwide reading legislation, the demographic dividend of second baby, and so on, children’s literary magazines can produce greater influence, create more opportunities for themselves;In addition, the development of digital technology has been challenging the imagination of people, and the active children readers have strong curiosity in and expectation on new media, Chinese juvenile literary magazines which have formed brand effect in the print media might stretch tentacles to the field of the new media.