(China Daily)
Updated: 2008-02-15 10:42

"Reading a magazine is a personal experience. Readers can go deeper into a topic, such as the health tips. You may find 500 health tips online, but you can read 10 high-quality tips from an editor's point of view," she says.

While the competition among publishers heats up, it will be readers who will ultimately benefit, says Fu Kanglian, from the Comprehensive Department of Reader Corporation, which publishes the country's most popular magazine Duzhe (Reader).

"The competition is fierce and inevitable in China now that various industries in the country are booming, and publication is no exception," he says. "With the RDA entering China, the readers have more choices."

Duzhe magazine was launched in 1981 under the name of Reader's Digest (Duzhe Wenzhai) but had to change its name in 1993 after legal action by the American Reader's Digest, who had already registered its brand name in China. The magazine has an average monthly circulation of more than 9 million.

Statistics show that the total market value of the magazine was 3.6 billion yuan in 2007. "With the emotion connection and our cultural background, we are confident about the future," Fu says.

Duzhe has already evolved with the market, according to Fu. At the beginning of 2007, the magazine launched an official website, and signed a contract with more than 200 writers ensuring copyright protection for their stories.

"The opening of our website is a step forward to meet the challenges brought by digital publishing," says Peng Changcheng, vice-president of Duzhe Corporation and editor-in-chief of Reader magazine. He also says that the company will expand the magazine's circulation to overseas markets, especially Europe and North America.

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