Robby Yung, chief strategy officer of One Media Group, which helped launch the title in China and manages its ad sales, said: "We want Rolling Stone in China to be the standard for popular culture. (That way), we can attract FMCG advertisers."
Rolling Stone retails for Rmb 20 (US$2.50) and claims circulation of 120,000, with distribution in 30 cities. The debut edition also contained non-music articles to avoid being pigeon-holed as a music title. "Music is not as strong in China," said Charley Kan, Beijing MD for MEC. "(Music magazines) have to get a balance, depending on the audience they want to attract."
"Rolling Stone in China will be a slightly different animal than it is in the US," Yung said. "Music is still its heart and soul, but we don't want to call it a music magazine, because it is so much more than that."
