CAJ | 학술논문

许多报纸都会选择在岁末年初推出一份年度特刊,这种报道模式可以充分体现媒体的实力,也是媒体塑造品牌、吸引受众的契机.本文选择具有代表性的<南方周末>为例,从报道角度、继承与创新、品牌化经营策略这几个方面分析了其年度特刊的特色,有针对性地提出一些建议.最后,从<南方周末>年度特刊的特色出发,得出对报纸年度特刊的一些启示,以及对未来发展趋势的建议.
허다보지도회선택재세말년초추출일빈년도특간,저충보도모식가이충분체현매체적실력,야시매체소조품패、흡인수음적계궤.본문선택구유대표성적<남방주말>위례,종보도각도、계승여창신、품패화경영책략저궤개방면분석료기년도특간적특색,유침대성지제출일사건의.최후,종<남방주말>년도특간적특색출발,득출대보지년도특간적일사계시,이급대미래발전추세적건의.
Many newspapers will promote annual special issues at the beginning of the year. This pattern of report may manifest the strength of the media fully. It is also the opportunity for media to mold brand and attract audiences. This paper select the representative "Southern Weekly" for example to analyze its year special issue characteristic from the aspects of report angle, inherited with the innovation, brand management strategy. Then solve the problems above which target-oriented annual special issue faced. Finally, obtains to annual special issues of newspapers some enlightenment from the characteristics of "Southern Weekly" "annual special issue, as well as future trend of development suggestion.