China's Magazine Publishing Industry

Table of Contents

LIST OF FIGURES 4

LIST OF TABLES 5

EXECUTIVE SUMMARY 8

INDUSTRY REGULATION 10
POLICY AND LAW 10
PUBLISHING 10
ADVERTISING 12
SUPERVISING BODIES 12
GENERAL ADMINISTRATION OF PRESS AND PUBLICATION (GAPP) 12
STATE ADMINISTRATION FOR INDUSTRY & COMMERCE (SAIC) 13
CENTRAL PROPAGANDA DEPARTMENT (CPD) OF CPC 14

MARKET SITUATION 17
OVERVIEW 17
MAGAZINE CIRCULATION 18
MAGAZINE ADVERTISING 19
CATEGORIES 22
IMPORT 23
TWO BUSINESS MODELS 24
MAGAZINE DISTRIBUTION 26
MARKET TRENDS 28

OPPORTUNITIES FOR FOREIGN MAGAZINES 31
REGULATORY ENVIRONMENT 31
ADVERTISING 31
DISTRIBUTION 31
GOVERNMENT’S NEW APPROACH 33
MARKET OPPORTUNITIES 33
GROWTH BY CATEGORY 33
FUNDING 35
ADVERTISING 36
PUBLICATIONS DISTRIBUTION 37
COMPARATIVE PERSPECTIVE 38
ADVANTAGES OF FOREIGN MAGAZINES 41

STRATEGIC CONSIDERATIONS 44
ENTRY MODE 44
IMPORT 44
COPYRIGHT COOPERATION 44
NON-PUBLISHING JOINT VENTURE-BASED COOPERATION 45
PARTNERSHIP 46
TARGETING 47
INDUSTRY BARRIERS 47
CONTENT 48
BUSINESS MODEL 49
TARGET READERS 50

OPERATIONAL ISSUES 52
COPYRIGHT COOPERATION 52
ISSN 52
CONTENT 52
MARKETING 53
PRINTING 54
DISTRIBUTION 55
CASE STUDY: HEARST MAGAZINES IN CHINA 58
COPYRIGHT COOPEARTION 58
READERS PROFILE 59
ADVERTISING 61
CIRCULATION 64
IMPLICATIONS 64

APPENDIX ONE: GOVERNMENT CHART OF THE PEOPLE’S REPUBLIC OF CHINA 66
APPENDIX TWO: RELEVANT LEGISLATIONS 68

ADMINISTRATION OF FOREIGN-INVESTED ADVERTISING ENTERPRISES PROVISIONS 68
REGULATIONS FOR THE ADMINISTRATION OF THE PUBLICATIONS MARKET 74
MEASURES FOR THE ADMINISTRATION OF FOREIGN-INVESTED BOOKS, NEWSPAPERS AND MAGAZINES DISTRIBUTION ENTERPRISES 89
REGULATIONS ON THE ADMINISTRATION OF THE PUBLISHING INDUSTRY 94
ADVERTISING LAW OF THE PEOPLE’S REPUBLIC OF CHINA 107
PROVISIONAL RULES FOR THE ADMINISTRATION OF PERIODICALS 114
INTRODUCTION TO CHINA CONCEPT CONSULTING 121