English-language magazine launched for expatriates in China

Asian Economic News, April 5, 2004

BEIJING, April 2 Kyodo

A Chinese publisher announced Friday the launch of a nationwide English-language magazine to help China's growing expatriate population understand the country where they live.

The China Intercontinental Press, publisher of English-language magazines in Shanghai, Beijing and Guangzhou, obtained a publication license this month to launch its first formal issue of That's China, magazine administrator William Wang said.

The monthly feature-story magazine will have an estimated circulation of 100,000 per month, Wang said, serving an expatriate population that he estimates at about the same size.

''There are more and more foreigners, and if they don't understand the situation in China, it's not advantageous,'' Wang said.

A 100-page trial issue from March carries a behind-the-scenes look at China's ever-popular English-speaking contests, the profile of a Chinese crime writer and a story subtitled ''all you need to know about chopsticks.''

Columns and color photos also appear in the March magazine. Listings cover museums, foreign consulates and Christian religious services.

That's China advertisers range from residential apartments to foot massage clinics.

The publisher set up the magazine's editorial office in Beijing in November, hiring 11 reporters and eight editors, including foreign editors to rewrite stories in standard English and standard magazine style.

Major topics are Chinese culture, travel and economics, namely the evolution of open-market reforms.

''Our stories focus on discovering more of the country, from long-time traditions to current social trends, and providing you with the information to help you enjoy the culture every day,'' says a letter from the editor in the March edition.

That's China -- free for now -- will be obtainable from coffeehouses, bars and major hotels.