Yi Zhou magazine closed? The paper media in the coming winter

Some time ago, it was rumored that The Boat, a magazine owned by Hearst China Group, would be closed on 20 17. I was a little surprised when I watched the news. Judging from the subscribers around, the sales performance in a week should be much better than that of ordinary fashion weekly. After all, friends in the clothing circle are optimistic and will subscribe all the year round.

Yesterday, the official Weibo announced the closure of FEMINA. Weibo said that "in the cold winter of the overall economy and paper media, the reform process of creating a new model is not smooth". Founded in May 2008, it has been almost ten years this year. At the moment when the paper media is cold, it still can't escape the fate of publication suspension.

Yizhou's price is relatively low, the weekly magazine is rich in content, the fashion information is more prominent, and the layout fashion has its own characteristics, which is more popular among young people. Under the attack of many competitors, including You Jia Pictorial, Hong Xiu Grazia and Weekend Pictorial, it has a large number of readers. Since its publication in 2008, it has once become the largest women's fashion weekly in China.

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After all, this magazine has been with us for many years. In the past few years, it has kept pace with the first-line magazines such as ELLE World Fashion Garden, Vogue Clothing and Beauty Decoration Garden.

At the same time, because of its small size, portability and good effect, office designers like it very much. Many magazines on the bookshelf have been turned off, and some have been cut into pieces, but no one wants to throw them away when cleaning the bookcase every year, so many books and periodicals from previous years are still preserved.

Every time I send Yizhou by express, many colleagues will come to the besieged city to watch my colleagues tear off its outer wrapping paper and then look at the magazine cover. When they saw the cover of their idol, the girls exclaimed, "This is my family …", which made people laugh. Some colleagues will say to the person who is reading a book, "Remember to show it to me after reading it." Yun Yun. It also gives us a rare pleasure in the boring working hours every day.

At the same time, with the arrival of the new issue of One Boat, we will guess what information it will bring us this time and present different materials. These exquisite pictures, fashion blockbusters, fashion, beauty, travel and life have enriched my life and brought me endless fun.

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In fact, the collapse of Yizhou is not without warning. In recent years, with the rise of new media such as Internet and electronics in China, in this battle for survival, the paper media also tried to change themselves to adapt to the trend of new media.

As the most influential magazine of Hearst China Group, World Fashion Garden changed from a monthly magazine to a semi-monthly magazine under the trend of declining data, increasing its circulation, and then launched an iPad e-magazine and a mobile terminal.

It can be seen that Hearst is trying to change his status as a fashion paper crocodile, and he is also trying to change the trend. The effect of integration seems to be unsatisfactory. It is understandable that Yizhou will stop publishing now.

In fact, according to its introduction in official website, Yizhou was the first 1 international trend weekly in China, with a huge circulation, covering first-tier and second-tier cities in China. Now Yizhou is closed, I don't know if it is auto insurance.

A Week is not the first magazine under the control of China. Earlier, two magazines controlled by Google, Psychological Monthly and Friends of Health, stopped publishing.

In August this year, "Bazaar Art" and "New Vision" stopped publishing, and it is inevitable to go to Yizhou now.

In addition, the overall revenue of Mary Clarie Garen, another major magazine owned by Hearst China, has dropped significantly compared with the past, and it is only a matter of time before it is integrated.

In addition to the magazines owned by Hearst China, other domestic publications, Bund Pictorial and Ruili Fashion Pioneer, also closed at the end of last year.

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Some time ago, I also wrote that the reading style of China people has changed, from the traditional paper media to online reading, which also makes the paper media more and more difficult to do, including various types of publications, books, magazines, newspapers and so on.

At present, Hearst's adjustment in various aspects has not expanded the readership of its magazines. With the gradual loss of readers, the advertising revenue of magazine publications will definitely decline, and it is also an inevitable result to close its low-yield publications.

These are what our ordinary readers can imagine. China is different from European and American countries that traditionally like paper media. China now has one of the largest number of electronic products such as mobile phones and computers in the world. With the convenience of online reading, it is only a matter of time before people abandon paper media.

In addition to the decline in the circulation of magazines and newspapers, domestic traditional media people have also jumped to new media such as Weibo, WeChat and Today's Headlines.

With the rise of China from the media, China's media talent structure presents a combination of traditional and new media, and will usher in another breakthrough in the traditional publishing industry, showing a completely different scene.

These are not necessarily bad for the media environment in China. People can get information from traditional media such as magazines and newspapers, and also get more timely news from various new media such as the Internet and mobile apps.

People have more choices. It is a good thing for ordinary people to broaden their horizons as long as they are in line with their hobbies and aesthetics.

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Although there are many regrets about the closure of Yizhou, it is not difficult to accept. After all, there is not much information that can be replaced now.

Personally, I miss Yizhou's fashion blockbuster. Its quality in all aspects can be compared with top fashion magazines, and its style acceptance is more approachable. And the price of Yizhou is really the price of conscience. From 2 yuan in 2008 to 5 yuan now, it is cheap and good. A cup of milk tea can buy two magazines, and it is simply too valuable to see different things. The winter of paper media is too difficult, and there are too few successful transformations.

I hope it can be reissued in the future, even if it is only to restore iPad electronic publications. Hope is not all endings, all the beauty and meaning are fixed, but another beginning.

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