The reading rate of women in 10 cities including Beijing and Shanghai is 90.1 percent.Ranking second among women's leisure activities,reading makes up 44.8 percent.Women with a high educational background and enjoying high payment and happiness,choose reading as their first leisure activity.69.2 percent women hope,through reading,they can improve their quality,nourish heart and raise personal charisma.64.1 percent women hope to release pressure and make life happy through reading.Women read with very clear functional purposes.Their reading material is varied,health,news,and kids education making up 56.4 percent,39.1 percent,and 35.4 percent respectively.63.5 percent women choose traditional reading such as newspapers and books,36 percent women prefer digital reading,including web,mobile phone,ebook,and MP4/MP5.They spend on average 55.75 yuan a month on books,magazines or newspapers,more than they spend on digital reading.The conclusion is:there is huge market potential for women's reading.Women magazines should rely on their editing,content and quality advantages and provide readers with positive spiritual food and correct value orientation.While meeting women's reading demand,magazines should effectively communicate with readers on correct values so that more women will identify with female magazines. <<