Abstract:

This paper focuses on the face of numerous mass media content, two subjects between the
audience and the media attention as the exchange interaction and mutual construction of the publishing
industry, and interact with the audience "interaction" in the process, focuses on digital strategy platform
marketing concept 4R: Recognize (digital portraits and recognition of consumers）, Reach (digital
information)，Relationship （to cover the establishment of sustainable relationship）, Return (transaction and
return), increases the social attribute of publications, and constantly improves the value of consumers is the
driving force of the publishing industry integration and practice.