www.fipp.com April 2007 | Magazine World | 21
China
B2B Publishing
Potential and
change
With many print titles and increasing interactive presence,
b2b seeks to grow alongside China’s economic explosion,
explains Abe Peck of the Medill School of Journalism
equity and joint venture arrangements and 22 major e-commerce sites like alibaba.com and
(many of them consumer) through licensing the cross-platform global sources.com doing well
agreements with international publishers. “We and vertical sites targeting domestic audiences.
find that the revenue is rising nicely,” notes Pat The multi-media Soufun and 51job are said to
McGovern, founder and chairman of IDG. be strong in the real estate and employment
Mirroring historic shifts from macro- categories. Hc360.com is a multimedia publisher,
economic planning toward a market economy, and Ringier is expanding its e-commerce sector,
about a dozen b2b publishers in China have including webinars and fully interactive e-
significant volume in terms of titles and magazines. Community sites for specific business
revenue. Founded in 1992, HC International interests may be on the way.
publishes as many as 85 “catalogs” focusing on China’s own development provides major
companies in up to 30 industries, as well as an opportunity. “There is rapid – as in light-speed
e-commerce site. Huayin, established in 2000, – diversification of niches as China’s domestic
generates eight magazines in the corrugated economy develops,” says Craig Pepples, COO
carton and packaging sectors from Shanghai of Global Sources.
and partners with Reed Exhibitions. “The Several hundred million Chinese use cell
government will also take efforts to encourage phones, which may well morph into hand-held
b2b publishing in interior parts of the country computers with broadband. “The delivery of the
as is needed by the development of local marketing message to the third screen will be
economies,” says Zhang. important,” says McGovern, especially given
But governmental content concerns, the potential for selling premium services to
circulation exaggerations and advertiser existing subscribers, compiling demographics
pressure exist – as do “soft edit” and ethical and tracing results.
breaches – even as readers begin to demand Major governmental investment in clean
E
ven the number of b2b titles in China trustworthy content. “They’re very sensitive if technology, the rise of retail with the arrival of
depends on who’s counting. But you’re reporting on national policy. We don’t Wal-Mart and Carrefour, and China becoming a
whoever’s counting, the sector is touch those subjects,” says McGovern. “We’ve major buyer and assembler of commercial aircraft
important. never had any problem with the government may lead to publishing, seminar and conference
“We see great value in b2b titles and take efforts asking us not to publish anything, and they’ve opportunities. Industries with broad supply chains
to help them grow,” says Zhang Bohai, former never said, ‘You shouldn’t have done this.’” from factory to retailer are ripe for development.
chairman of the China Periodicals Association, “Compared with consumer titles,” says Right now, though, b2b remains what Mike Hay,
noting that b2b has existed in China since at least Zhang, “b2b ones have better chances to president of Ringier, calls a “dog fight – only the
1903. Zhang cited seminars, working relationships establish cooperation with international tough will survive and you need to have scale.” But
with b2b publishers’ associations in other publishers and enjoy more support from the as Hay adds, “it’s a lot of fun.”
countries and sending delegates to international government.” Still, some sources were reluctant
conferences as evidence of support. to speak for attribution; others felt that
Publishers generally recognize 800 to 1,000 China’s joining the World Trade Organization,
Abe Peck is chair of journalism and
titles as b2b out of anywhere from 5,000 to the forthcoming Olympics and a proposed
8,000 overall publications. Government figures Government Release of Information regulation
cross-media storytelling at the Medill
from 2004, however, declared 4,984 titles as could well increase transparency.
School of Journalism, Northwestern
b2b, though this figure aggregates business, “B2b has fewer restrictions than consumer,” University, Illinois. He has conducted
financial (some consumer), industrial, agrees George Green, president and CEO of
editorial seminars at Peking
commercial, trade, service and vocational titles. Hearst Magazines International. “My belief is that
University and for Shenzhen Press
In 1980, IDG became the first international they’re more likely to open than close,’ Green says.
Group, and has also presented to
publisher “on the ground” in China, and its “But it’s not something that happens quickly.”
China operation now publishes 20 titles in Real opportunity exists online, however, with
Rayli’s consumer titles.
P20-21 China B2b-corr.indd 3 28/3/07 10:09:15
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