进军中国出版业指南 |
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8 刊物内容
在接近中国市场时，外国出版商所要面对的第一个事实就是，对刊物内容的控制问题。对于商贸媒体来说，由于他们的垂直性与行业性的特征，这个问题看起来还不是那么严重，也更容易操作一些，而那些建立在广泛的消费者的之上的杂志，情况就不一样了。一本杂志的内容将如何被影响，很大程度上取决于出版商如何在国内建立他们面向潜在读者群的分销渠道。有这样两种可能：
1). 与中国的官方组织或准官方组织的出版部门合作成立合资公司，或确立其他的合作协议。这可能是负责某一特定行业，或某一特定利益的宣传的一个部或是局，比如一家政府合作的贸易组织，或是其他类似的机构。在这样的结构模式下，他们的那些中国搭档所赞助或主办的单位手上，都控制维护的有一个内部名单，而外国出版商就通过这个来得到他们的目标受众。这都算是超值附送，尤其是对那些发行量受到控制，需要一个精心确定的读者基础和统计数字的杂志。然而，这种结构模式却会影响对刊物内容的控制。依照中国的法律，任何外国的个人或公司不得控制刊物内容，任何有外方参与的内部出版物的内容，至少三分之一必须来自本地。对于那些对自己的内容质量一向甚为自豪的外国商务贸易杂志，这样可能的后果就是搞出一个中文版，而中文版的三分之一的内容又都不符合西方标准。
但是与这样的编辑组合共事，也有一个潜在的好处。那就是在适应性方面。西方的主要贸易杂志在高级技术编辑事务方面，对于适应中国读者方面，往往会显得有点水土不服，不切实际。有了约三分之一的当地中国人的介入，刊物在保持内容的实用性与灵活性方面，自然会大大受益的。
再这样的出版模式下，规则是严格的。中国的法律规定，这样的合资公司可以出版有声内容，但是什么叫“有声”，这个概念却给得相当模糊，意味着中国政府可以公开的细察外国出版公司。而对违规行为的惩罚是严厉的，包括罚款，吊销执照，甚至刑事诉讼。
2. 进口离岸印刷的杂志。外国出版商可以回避有关三分之一编辑内容的要求，他只需把他们的杂志全部离岸印刷，然后再进口到中国大陆来就行了，这远比在内地建合资公司强。这种进口机制对外国出版商来说是司空见惯的事，特别是对那些大发行量的消费性杂志来说。 不保护任何内容质量。但是为了让你的工作开展的更为有效，你还是需要一个稳固的内地合作方，来为你打理那些特殊的许可以及在各项规定上面钻空子擦边球的事务。走这种进口路线的一个困难就是，所有这些杂志的发行必须通过一个强有力的，有国家许可的出版物进口商来进行，这些进口商并不给他们让杂志直接上摊的门路。那一规定给那些需要在精心确定的读者受众群中开发出充足的到达率的杂志来讲，无疑是增添了不少麻烦。刊物内容必须“100%纯洁”，但那些真正最需要这此杂志的人，却有可能得不到这些杂志。
剽窃
在中国，对知识产权的滥用是相当猖獗的。尽管中国在也广泛而明确的知识产权立法 ，但在实际操作当中，确保加强，提升在这些权利方面的教育，仍是一个漫长而缓慢的历程。对于中国本地的出版商来讲，不以允许未加知会就擅自转载出现丰他们的美国对手杂志上文章，并非什么不同寻常的事情。由于法制体系的冗长沉闷和复杂的特性，版权拥有者没有足够的力量来保护自己的合法权益。
9 发行量
所有在中国国内出版发行的国内杂志都有一套独特的期刊编号记录在案。这个编号由国家新闻出版总署(SPPA)编发。这个号码的编发是建立在杂志的具体特性，包括页数，出版频率和其他因素。一旦这些特性被批准，编号一经编发，未经SPPA允许，不得擅自改动。一本杂志只能有一个刊号，不能用于多个名称。获得刊号批准就更难了。由于期刊和书籍市场的增殖，中国政府目前正采取措施来减少已经编发的活跃的出版物编号。
没有与中国内地的实体建立合作的合资公司的外国出版商，在离岸制作杂志，然后再通过中国图书期刊进出口公司进口到中国的过程中，都不需要刊号。进口杂志大致被划分为三类：1，商业科技杂志；2，大众口味杂志；3， 娱乐杂志。商业科技杂志是最容易进口的。
只有一种出版情况是不需要刊号的。那就是由某协会或政府组织出品的时事通讯或是每日简报什么的。为避免需要刊号，他们在登记时，必须把发行量严格限制在他们的集团范围之内。从法律上讲，他们是被禁止接受广告和在集团范围之外发行的。事实上，一些背后有政府强硬部门撑腰的刊物确实也接受广告，并公开发售给对他们的内容感兴趣的读者。有时他们也会受到一些调控性机构的质询，这取决于他们在服务教导大众利益上的程度以及他们的刊物内容在多大程度上有悖于国家的政治哲学思想。国内和国外的出版商都把这类刊物当作一个“保护壳”，利用它们为专门性的杂志开掘对路的市场。但是选择这样的路线也总有一个风险。通过与赞助组织在工作上的协作，外国出版商已经能够完全的重新设计内容和这些刊物的设计风格(仅留下一些象征性的图片来保证他们合格)，通过该系统有效的进行发行工作，把它当作一种共享的商业手段来有效的运营。
进军中国出版业指南 来自: 免费论文网www.paper800.com
发行量审计服务
二十世纪七十年代开始，中国就有了控制发行量的杂志，但主要是由国外出版商离岸出版。在BPA的成员中，计有22本中华人民共和国出版物，大部分都是由国际出版商或与他们合作在中国出版或为中国出版的。ABC审计了几本香港杂志，包括时代亚洲版和新闻周刊亚洲版，但是目前它还不在中国大陆提供杂志审计服务。
编译：中华传媒网编辑Danny
Guidelines for Publishing in China 3
8。 EDITORIAL CONTENT
One of the first realities foreign publishers face in approaching the China market is that of editorial control. For business and trade media-due to their vertical, technical nature--the problem is apt to be less severe and easier to manage than broad-base consumer magazines. How a magazine’s editorial content will be impacted depends largely on how the publication establishes itself for distribution to potential readers in the country. The two possibilities are:
论文进军中国出版业指南(三)来自
1. Establishing a joint venture or other collaborative agreement with the publishing arm of an official Chinese or quasi-official Chinese organization. This might be a ministry or bureau in charge of promulgating a particular trade or special interest, a government affiliated trade association, or the like. In this arrangement the foreign publisher gets access to targeted audiences through the internal lists controlled and maintained under the Chinese partner’s auspices. That’s a plus, especially for controlled circulation magazine that need a well-defined reader base and access to demographics. However, this arrangement impacts editorial control. Under Chinese law, no foreign individual or company may control editorial content and at least one-third of the editorial content of any internal publication with foreign involvement must be locally generated. The possible consequence for foreign trade magazines that pride themselves on the quality of their editorial content, is that of producing a Chinese edition with a third of its editorial mix not up to Western standards.
But there is also a potential upside to working with such an editorial mix. That is the adaptability factor. Advanced technical editorial matter published in leading trade magazines of the Western world could often be unsuitable or impractical for application by readers in comparable Chinese functions. Editorial content, to be kept useful and adaptable, might very well benefit by having a one-third input from the local Chinese side.
进军中国出版业指南 来自: 免费论文网www.paper800.com
Under these publishing arrangements, the rules are strict. Chinese regulations state that such ventures can publish "sound content," but the definition of what’s "sound" is left vague, meaning the PRC government can openly scrutinize foreign publishing companies. And penalties for violations are stiff, including fines, revocation of publisher’s license, even criminal charges.
2. Importing magazines printed offshore. Foreign publishers can avoid the requirement regarding 1/3 local editorial content by opting to have their magazine printed wholly offshore and imported to the China mainland, rather than establish an inside joint venture. The import set-up is common for foreign publishers, especially mass-circulation consumer magazines. It does protect editorial quality. But to make it work effectively you still require a solid, inside partner who can deal with the special permissions and navigate the regulations that apply. One difficulty of going the import route is that all these magazines must be distributed through one of the handful of State-approved publications importers, which does not give them access to most newsstands. That regulation poses particular problems for trade magazines that need to develop sufficient reach among well-defined reading audiences. Editorial content may be "100% pure" yet the magazine may not be readily available to those who most need it.
Plagiarism
Abuses in the area of Intellectual Property Rights are rampant in China. Even though China has extensive IPR legislation on the books, in practice, ensuring enforcement and promoting education regarding these rights, is a long, slow process. It is not uncommon for local Chinese publishers to reproduce articles appearing in their U.S. counterpart magazines without asking permission or giving any acknowledgement whatsoever. The copyright holder may have little recourse in protecting his rights due to the tedious, complex nature of the legal system. +
9。 CIRCULATION
All domestic Chinese magazines circulated in China are tracked by the assignment of a unique periodical number. That number is issued by China’s State Press and Publications Administration (SPPA). The number is assigned based on the magazine’s specific characteristics, including number of pages, frequency of publication and other factors. Once these characteristics are approved and the number assigned, they may not be changed without approval of SPPA. Only one number applies to one magazine. It may not be used for multiple titles. Getting approval for a publication number is increasingly difficult. China’s government is currently taking steps to reduce the quantity of active publication permit numbers it has issued, due to a proliferation of periodicals and books on the market.
进军中国出版业指南 来自: 免费论文网www.paper800.com
Foreign publishers who do not have joint venture affiliations with internal Chinese entities, do not need a periodical number for producing their magazine offshore and importing it into China through China Books and Periodicals Import and Export (I/E) Corporation, or through China Educations Publications I/E Corp. Imported magazines fall into three control categories: 1. Business Science and Technical publications; 2. General Interest publications; 3. Reactionary publications. The business, scientific and technical magazines are easiest to import.
There is but one publications niche for which a publication number is not required. That is publications such as newsletters or daily briefs put out by association or government organizations. To avoid the need for a number, these publications must be registered as having circulation strictly limited to their group. Legally, they are prohibited from accepting advertising and being distributed outside the group. In reality, some of these publications, which are sponsored by powerful inside governmental operations, do accept advertising and sell copies openly to anyone interested in the subject matter. They are sometimes challenged by regulatory agencies depending on the degree to which they tend to serve the general educational interest and the publication content does not conflict with national political philosophy. Publications of this kind have bee used as a "shell" by both foreign and domestic publishers to channel specialized magazines to specific markets. But there is always a risk in choosing this route. By working in collaboration with the sponsoring organization, foreign publishers have been able to totally redesign the content and design of these publications (leaving just enough graphic "identity" to keep them qualified), circulate them effectively through the system, and run them effectively as shared commercial vehicles.
Circulation Auditing Services.
Controlled circulation magazines have been in China since the 1970s, but are primarily published offshore by foreign publishers. BPA now counts about 22 PRC publications among its members, mostly produced in or for China by or in cooperation with international publishers. ABC audits several magazines in Hong Kong, including Time Asia and Newsweek Asia, but it does not currently offer magazine auditing services within the China mainland. +
进军中国出版业指南 来自: 免费论文网www.paper800.com
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