期刊向来是大众传播媒体的主力军。近几年来,随着国内文化及传播事业的蓬勃发展,期刊出版作为一项文化产业也进入了欣欣向荣的新时期。从现有期刊出版的整体走势看,期刊不再是单纯的思想政治宣传工具,它积极适应社会政治经济、科学技术及文化艺术等诸方面的变革,积极主动地反映处在改革中的中国老百姓在社会生活中的各种新需求、新面貌。许多期刊追新求变,面向社会生活的各个领域,打造出了一些有影响的“名牌”产品。纵观这些“名牌”期刊,虽其面貌不同,但仍有共同特点,如:内容细化,或计算机普及,或服饰化妆,或健康养生,向某一专业领域深入发展;限定受众,或“白领”阶层,或青年学生,或老人儿童,以求在某一社 Journal has always been the main force of the mass media. In recent years, with the flourishing development of domestic culture and communication, periodical publication as a cultural industry has also entered a thriving new era. From the overall trend of the existing periodicals, the periodicals are no longer purely ideological and political propaganda tools. They actively adapt to the social, political, economic, scientific, technical, cultural and artistic changes, and actively reflect the common people in the process of reform In the social life of the various new needs, new look. Many journals have been chasing new things and changing. They have created some influential “famous brand” products in all fields of social life. Throughout these “brand name” journals, although they have different appearances, they still share common features such as thinning of content, popularization of computers, or make-up and dressing, or health and well-being, and further development in a specific field; limited audiences or “ White-collar ”class, or young students, or elderly children in order to seek help in a particular society