Abstract: Fashion is an essential element in today's social consciousness. Who will lead it? Fashion journals play an irreplaceable role. As the mainstream of women's fashion periodicals, the successful marketing experience of fashion periodicals deserves our study and reference. Taking women's fashion periodicals as the breakthrough point, this paper focuses on analyzing that they are different from other types of marketing periodicals-advertising support periodicals. Advertising is not only an integral part of many excellent periodicals, but also an economic pillar for the development of many excellent female periodicals. However, there are both advantages and disadvantages, and advertising support for publishing also has many negative effects that cannot be ignored. Finally, analyze the current marketing environment and operation mode of periodicals, find out the problems and put forward suggestions to solve them. The revelation of this phenomenon and the discovery of contradictions are not only of great practical significance to women's journals, but also a reference and warning to other journals that are maturing.

[Keywords:] women's periodical publishing Matthew marketing advertising market share to support commercialization

[Author] * * (1988-), female, majoring in news practice.