ABSTRACT
This chapter focuses on a White Paper prepared by the International Committee of the American Business Media Association. Participation in China's publishing industry by foreign companies is still severely restricted, mainly to licensing ventures, but many foreign magazines have found creative ways to enter the market. The number one rule to learn about magazine publishing in China is that there are lots of rules such as complex rules and rigid rules. A report by the US-China Business Council indicates that growth in advertising revenues for magazines in China exceeds that of advertising revenue growth for television, newspapers, and radio. Finding good, clean circulation target lists that penetrate the China market is a tough challenge for foreign business and trade magazine publishers. In spite of their flaws, some Chinese local magazines, aimed at particular industries or special interests, pose troublesome competition with their foreign counterparts when both are going after local advertising budgets.
