30 | Magazine World | December 2007
fipp.com
regional focus
asia pacific
PSYCHOLOGIES
IN CHINA
A NEW CONCEPT FOR A WOMEN’S MONTHLY
Can a new publishing genre be created and adapted
to the world’s largest market? The answer is “yes”.
The secret is editorial substance and thorough
marketing research, says Alain Deroche
aunching Psychologies in China could be solutions. Readers can recognise themselves in
L
considered a tremendous challenge. the magazine.”
Celebrating its first anniversary in Adds Perla: “We constantly nourish ourselves
September 2007, Psychologies China from our relationship with others: parents;
(Xin Li Yue Kan in Chinese) can proudly claim it family; children. In an uncertain and fast moving
has found its readership. Glossy by design and world, more than ever we need imagination and
non-glossy by content, and delivering trust and a strong vision to stay on our personal path.”
reliability under fashionable covers, Psychologies Focusing on self-accomplishment, wellness
China is now selling more than 230,000 copies and relation to others, the Beijing-based
a month. editorial team found the key to Chinese readers’
Initially launched in France, the magazine hearts and minds. But this has also been the
was purchased by Jean-Louis and Perla Servan- result of a carefully prepared launch, validating
Schreiber in 1997 and relaunched in 1998. step-by-step the local editorial content through
The result has been a circulation success in regular market research, repeated focus group
France where Psychologies is currently selling tests and training sessions with the French
nearly 400,000 copies publisher and its team.
every month. Psychologies China is
Psychologies is now now in the process
expanding on an
“The Beijing-based
of going even deeper
international scale
editorial team
into mainland reality:
with eight editions Chinese personalities
launched during the
found the key to
featured on the cover,
last three years in including Cheng
Italy, the UK, Spain, Chinese readers’ Zhong, Gong Li and
Belgium, Russia, Jiang Wen, have proven
China, South Africa
hearts and minds”
of great interest and
and Romania. have revealed the
So why is Psychologies magazine’s expertise
different from other women’s titles? in creating intimacy with traditionally reserved
The rationale of the new editorial concept Chinese stars.
took into account the extraordinary changes “This will be continued and strengthened
in women’s lives over the past three decades. in 2008,” says Wang Hui, Psychologies China
Nowadays, more women have better educations editorial director, who heads a team of 17 editors
and self-confidence, and independence is and designers.
becoming a key value. These changes had to As expressed by a faithful Beijing reader of
be reflected in a women’s magazine. Psychologies Psychologies China: “The reading is quite interesting
inspires women to pursue harmonious beauty and even humorous, yet informative. It is about
of their body, mind and soul. From this point of self-acceptance and joy.”
view, it is a smart alternative to ordinary female
glossy magazines. Alain Deroche is the executive director,
As explained by Jean-Louis: “A widespread publishing, Asia Pacific at Hachette
stereotype maintains that women are only Filipacchi Médias
interested in fashion and beauty. Psychologies
has a different approach. It covers real-world
circumstances and sometimes proposes
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