Chinese consumer magazines : digital transitions in an evolving cultural economy

Despite the digital disruption faced by China’s traditional publishing, some magazines managed to develop innovative models and strategies. This trend reflects a complex co‐evolution and convergence of emergent and established systems of magazine publishing. The cultural production and digital transition of Chinese consumer magazines is characterized by unique elements that do not fully mirror the changes in magazine publishing in the West. However, the value of these new and emerging magazine publishing models in China transcends geography. The lessons learned and the best practices developed by Chinese publishers could inform international magazine publishing communities seeking to redefine their business models, cultural roles, and relationship to audiences. This chapter reviews the digital strategies of Chinese magazines and discusses the changing culture and economy of consumer magazines. It begins with an overview of the regulations and history of Chinese consumer magazine publishing, from the country’s market reform to the recent digital disruption. This is followed by a section outlining three types of innovations adopted by Chinese magazine publishers dealing with the opportunities and challenges of digital publishing; these new strategies are illustrated with examples from the practice of some leading magazine titles. The conclusion summarizes the evolution of Chinese magazines and ventures into a discussion of their direction in the future.