Chinese National Geography (中国国家地理), Chinese edition, was started in 1949 and has been regarded as China’s response to the American National Geographic, with the font and the theme matching the American magazine.
But there is a Chinese edition of National Geographic, the Huaxia Dili or Huaxia Geography (华夏地理), and Chinese National Geography is a separate entity.
In May Chinese National Geography launched their English edition under Hong Kong’s M Media Group, and under international publisher Melvyn Goh, who also publishes Harvard Law Review and Forbes in China.
Yungshih Lee is editor-in-chief, who had previously been involved with Chinese versions of National Geographic for more than a decade.
Chinese National Geography international has become a brand, they have a website that uploads pages of the launch issue magazine, as well as an active Facebook page.
The English edition of Chinese National Geography or CNG is colorful and glossy, with double-page spreads of photographs － the current issue from Henan. In Henan reporters (a lot of the material is translated from its Chinese sister) covered the origin of language and oracle bones, Shaolin Temple, the Longmen Grottoes, agriculture in the region, migration into the cities, and history (etc) － looking into emperiors like Fu Xi and their relationship to mythical creatures such as Nv Wa.
The mission statement of the magazine is to “bring China to the world” targeting Chinese who are living abroad as well as an international audience. What seems different about the Chinese newspapers aiming to reach out to an international audience is that this one has co-publishers based in Hong Kong, and two and is a geographic magazine aimed at exploration, expeditions and history.
Below Danwei interviews both Yungshih Lee and Melvyn Goh about Chinese National Geography (international):
Danwei: What do you hope to achieve with the launch of CNG?
Yungshih Lee: The mission of the magazine is “bringing China to the world” and that is exactly what we hope to achieve with the launch of this magazine. It is really amazing how China, a country with such long history, large population and landmass, and diversified cultural and natural resources, is being understood so little by the rest of the world. I hope our magazine would fill this gap by providing authentic and authoritative stories on China.
Danwei: As editor-in-chief of Chinese National Geography (international), what makes you feel qualified?
YL: I have been working for geographic magazines in almost my entire career life of more than 17 years so far. I have been the Editor-in-Chief of three geographic magazines and launched (or re-launched) two of them.
The magazines that I was editor of include The Earth Magazine, a geographic magazine in Chinese published in Taiwan, and two international editions of National Geographic (in Taiwan and China), which are all known for being top quality publications in their markets. Those experiences prepared me for my current role as the Editorial Director of Chinese National Geography (henceforth refered to as CNG) magazine.
Danwei: What is the extent of your experience with the Chinese edition of National Geographic, how long were you there, and were you happy with that experience, why?
YL: I had been working with National Geographic since 1999. At that time I was negotiating the licensing of a Taiwanese edition. I started work on the new magazine as Editor in Chief since 2000 and launched it in 2001. After I left the Taiwanese company, I was recommended by National Geographic Society to become the Editor of Huaxia Dili, which would gradually become the Mainland Chinese Edition of National Geographic. So I moved to Beijing for the job and worked from 2004-2008.
Working with National Geographic was truly wonderful. Not only did I learn from the people working there, I also made friends from many different parts of the world (the magazine now has 30 editions and most of the editors meet once a year in Washington DC). I still keep in contact with many of them including the executives of the Society, the editorial staff and photographers of NGM US, as well as editors from different countries.
Danwei: What are some of the planned features for CNG (international): could you give a couple of examples?
YL: I would like to share with you our next issue. It will showcase the geographical extremes of China. We will show our readers some of the most remote and extraordinary places of the vast country that many of its own citizens would be surprised to learn about. It will be an exciting issue.
Danwei: Do you think that Chinese readers will also be able to gauge with CNG (international), as well as those Chinese readers who have returned from abroad?
YL: I am sure we will have Chinese readers (with an understanding of the English language) who will appreciate the value of CNG. As for those who departed from and now returned to China, we believe they will appreciate an English Geography magazine more. Our magazine aims at a global audience and provides a platform for our readers whatever their background, wherever they are from, to interact. I certainly believe that CNG will captivate and engage our readers.
Danwei: The launch issue’s focus is on Henan. Can you tell me a little bit about why you made that decision to focus it on Henan, and how you feel about the province?
YL: Henan is really where the Han culture of China began. I think it’s a great starting point for anyone who wants to understand China. There are many stories to report on Henan, ones with a great cultural significance and even the natural history is exciting. Yet Henan is often neglected by many who visit China.
So the Henan issue is really a perfect example of what the magazine is about. We tell the stories of China that should be told but are missed in the Western media. These kind of stories could only come from a source with a deep understanding of the Chinese history, culture, and natural environment. This is what makes CNG unique.
Danwei: What was behind the decision of taking Chinese National Geography under your wing?
Melvyn Goh: There are 9,680 magazines in China and among all those magazines Chinese National Geography has the greatest potential to go global. If you look at the target audiences and based on the feedback which we have received from our readers (Chinese born abroad, mainland Chinese who emigrated overseas, and foreigners living in China and have an interest in China), we are confident that we are filling a market need that has been unserved. There needs to be a better understanding of China.
Danwei: Given that Chinese National Geography (Chinese edition) started in 1949 and was under the government, have you ever been afraid of being a sort-of government mouthpiece?
MG: The Chinese National Geography (Chinese edition) intentionally houses its editorial and sales teams in separate buildings for the sake of preserving editorial integrity.
I have been in international media for more than 20 years and I am very impressed with the Publisher of CNG (Li Shuangke) because he understands the issue of editorial independence. I am not surprised that the circulation of CNG has surpassed 1 million copies at its peak. It was 20,000 copies ten years ago when he took over. We believe that CNG readers are smart and will not part with their money if they felt the brand was a government mouthpiece.
Similarly, we would not be able to sign a pure commercial agreement with CNG that gives us the right to articulate the contents as we see fit if the brand was under any influence by the government. We do believe in the CNG brand and the mission of “bringing China to the world”. When we articulate our belief, we are speaking for ourselves.
Danwei: What do you envision for the English edition of Chinese National Geography?
MG: That one day, Chinese National Geography will be the preferred magazine that readers sought to gather reliable and authoritative information on China. That Chinese National Geography (international) can help to bridge the gap between China and the world thus bringing “Zhongguo to the world“.
Danwei: Are you supported by adverts or other channels of funding?
MG: CNG is a magazine brand not a magazine. We have established a number of revenue channels to build the business. Advertising is one channel but not the only.
Danwei: How successful do you think it will be based on your experience, and who is your target audience?
MG: Nobody can be too sure about the future especially with the economy at this time. However, I can say that I feel good about it. The entire team is confident with the strategy. Our target audiences are three groups: – (a) Overseas-born Chinese returning to China or reconnecting with China; (b) Adopted children who wish to rediscover their roots or mainland children emigrated at an early age and (c) foreigners living in or outside China who has an interest in China.
Danwei: Has it any similarity to the popular US magazine National Geographic? Is it a knock-off version?
MG: We complement. National Geography’s mission is to preserve the planet and covers world geography while CNG‘s mission is bringing China to the world. It is China-centric.
Danwei: Can you tell me a little bit more about Chinese publishing market trends – past, now, for 2009 and the future?
MG: It has certainly matured. A number of successful Chinese brands have moved out of China i.e. gone international and I believe more will follow the trend. There will be de-regulation and also changes in government policies to regulate the industry. Watch e-reader!