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

<p>Publishers of Western magazines will soon have access to mainland </p><p>China following a partnership between publisher R.R. Donnelly & Sons and </p><p>global media company China Online. </p><p><BR><BR> </p><p>The partnership will provide Chinese-language versions of Western </p><p>magazines to China over the Internet. </p><p><BR><BR> </p><p>The service aims to be a stepping stone for publishers seeking to launch </p><p>print versions of Western magazines in mainland China. </p><p><BR><BR> </p><p>Publishers can test the China market inexpensively on the Web through </p><p>China Online. </p><p><BR><BR> </p><p>Once a loyal readership is established on the Web, publishers can launch </p><p>a print version, with publishing services from R.R. Donnelly, including </p><p>media planning, printing and distribution. </p><p><BR><BR> </p><p>R.R. Donnelly is expected to leverage on China Online's expertise in </p><p>Internet technology, Chinese culture and language to give US-based </p><p>magazine publishers a channel to reach the 17 million Internet users in </p><p>China. </p><p><BR><BR> </p><p>Content is to be translated and localised by China Online's </p><p>entertainment division, ChinaPop, and will be made available on its </p><p>Chinese-language entertainment website www.chinapop.com. </p><p><BR><BR> </p><p>Magazine Publishing Services' president Mr Frank Costello said, "This </p><p>partnership will allow us to offer magazine publishers a branding and </p><p>marketing channel that showcases their publications to Chinese consumers </p><p>who are already very active on the Internet. It also allows publishers </p><p>to test the China market in a safe manner, by repurposing their content </p><p>for China and the Web. </p><p><BR><BR> </p><p>"Once we have developed readership for these magazines on the Web, R.R. </p><p>Donnelly has the expertise to provide publishers with pre-media planning </p><p>and "turnkey" management of the magazine's debut - from pre-media to </p><p>printing and distribution in China. </p><p><BR><BR> </p><p>"As our partner, China Online has the knowledge and expertise with </p><p>Chinese culture and regulatory issues to smooth market entry for these </p><p>publications." </p><p><BR><BR> </p><p>The number of Internet users in China is expected to total an estimated </p><p>40 to 50 million by 2001. </p><p><BR><BR> </p><p>By 2005, the country is expected to have 300 million Internet users, </p><p>compared with the US estimate of 200 million. </p><p><BR><BR> </p><p>China Online provides critical business information about China, </p><p>advertising placement in China and a channel for distribution of </p><p>entertainment and lifestyle content. </p><p><BR><BR> </p>