The Chinese version of People magazine, which was as successful as the US equivalent in the 1980s, underwent a major facelift this year to cater to the changing tastes of the country's mainstream readers.
Founded in 1980 by the People's Publishing House, the Chinese-language magazine was the first to focus on life and people in the country.
Known for its true-to-life reports on people related to major Chinese political, economic and cultural events, it has earned a reputation of being a "record of the history that is happening at the moment."
But the magazine's status has dropped considerably among younger readers, as more than 100 magazines focusing on Chinese people have come out over the past decade.
Most of the magazines are of lavish design and include stories mainly about stars in the entertainment industry.
People magazine, printed in black-and-white, had thus witnessed a dwindling readership and a drop in advertising until the recent facelift.
The new color version of People has maintained its high-brow style and its orientation towards "well-educated urban adults," said Chen Youhe, editor-in-chief.
Chen said the magazine will be publishing more timely in-depth reports on life and people in China.
He said the "heritage" of the old magazine can be a great competitive advantage for the new edition, as well as its website at www.renwu.com.cn.
The magazine has also signed a co-operative agreement with Sina.com as a partner in the latter's newly opened life channel.
Over the past two decades, People has published more than 10,000 profiles and covered more than 200,000 celebrities at home and abroad.
(China Daily February 19, 2004)
