The journals of humanities and social sciences in the universities of science and technology, though restricted in the development by subjective and objective conditions, can develop endogenously by creating special columns supported by the universities' preponderant disciplines, shaping regional characteristics based on geographical advantages, developing unique columns by utilizing the editors'strengths. New media provides a new platform for the development of academic journals. The content and service can be innovated with the help of the users' thinking to offer personalized service; unique columns can be out sourced when necessary and host responsibility program can be implemented; meanwhile, publicity should be paid attention to,expanding the scope of submission; prize paper call can be held in order to launch highlight research; and the external development environment of the journals should be optimized in technical mneans, so as to achieve better development characteristically of the journals.