The move marks the first venture by Nikkei Business Publications (NBP), a publisher of more than 40 business and technology titles around the region, in the mainland. Nikkei's rollout also coincides with China encouraging investments in the hi-tech field.
NBP president and chief executive officer, Yukoh Kawamura, said Nikkei Electronics China was published in Hong Kong and mailed to a controlled circulation of 13,000 readers.
"Because we are delivering to a controlled circulation, this is a good first step into the China market. The key at this time is to reach the right type of readers. We are planning to have a circulation of 20,000 by the end of the year, but our efforts are focused on quality and not size, Kawamura said.
Published in simplified Chinese, the launch issue had 96 pages with advertisers such as Samsung Electronics, Texas Instruments and Toshiba. It is the title's fourth sub-brand after an English version for the Asia region and local language editions in Korea and Taiwan. The China edition's major circulation areas centre around industrial Shanghai and Guangdong.
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