HONG KONG: The Economist-owned regional business magazine CFO Asia
is launching a spin-off title in China.
Due to be launched in March 2002, CFO China marks the Economist Group's
first ever non-English magazine venture in its history.
Mainly managed out of Hong Kong, with offices and representatives based
in Beijing and Shanghai, the controlled circulation magazine will come
out quarterly to a readership of 10,000. Publisher Andrew Altmann said
the company had built up a database of readers for the past
two-and-a-half years, and the aim was to get the entire readership base
registered within the first year.
"We've built the database from scratch, we've brokered lists, then
telemarketed them all; it's been a very long process," he said, adding
that the content would be original as opposed to repurposed editorial
from other international editions. "CFO China will be a new edition to
the CFO brand family," he said. "It won't be American editorial which is
translated into Chinese and then sold into China. We have journalists on
the ground in China, and stringers in Shanghai and Beijing."
The two other major business titles of note operating within China are
Business Week and Fortune China.