CReATION: R.R. Donnelly, China Online offer Western publishers China entry

Publishers of Western magazines will soon have access to mainland

China following a partnership between publisher R.R. Donnelly & Sons and

global media company China Online.

The partnership will provide Chinese-language versions of Western

magazines to China over the Internet.

The service aims to be a stepping stone for publishers seeking to launch

print versions of Western magazines in mainland China.

Publishers can test the China market inexpensively on the Web through

China Online.

Once a loyal readership is established on the Web, publishers can launch

a print version, with publishing services from R.R. Donnelly, including

media planning, printing and distribution.

R.R. Donnelly is expected to leverage on China Online's expertise in

Internet technology, Chinese culture and language to give US-based

magazine publishers a channel to reach the 17 million Internet users in

China.

Content is to be translated and localised by China Online's

entertainment division, ChinaPop, and will be made available on its

Chinese-language entertainment website www.chinapop.com.

Magazine Publishing Services' president Mr Frank Costello said, "This

partnership will allow us to offer magazine publishers a branding and

marketing channel that showcases their publications to Chinese consumers

who are already very active on the Internet. It also allows publishers

to test the China market in a safe manner, by repurposing their content

for China and the Web.

"Once we have developed readership for these magazines on the Web, R.R.

Donnelly has the expertise to provide publishers with pre-media planning

and "turnkey" management of the magazine's debut - from pre-media to

printing and distribution in China.

"As our partner, China Online has the knowledge and expertise with

Chinese culture and regulatory issues to smooth market entry for these

publications."

The number of Internet users in China is expected to total an estimated

40 to 50 million by 2001.

By 2005, the country is expected to have 300 million Internet users,

compared with the US estimate of 200 million.

China Online provides critical business information about China,

advertising placement in China and a channel for distribution of

entertainment and lifestyle content.