This week saw the launch of a new English language publication in the PRC, the international edition of The Global Times. I will call it The Global Times International, just so I can abbreviate it as “GT-I.”

The Global Times' English web page

If you are not familiar with the “GT” in its original Chinese, the paper has garnered a reputation for a somewhat fiery brand of Chinese nationalism in its editorial bent. As one comment on Danwei.org described it, GT is basically the Washington Times with Chinese Characteristics: not unbiased, but never boring.

So it was a disappointment to many to read the paper in its first several days of publication, only to find that the editorial fires of the GT had apparently been doused in an effort to avoid offending international readers. As the China Economic Review’s John Guise noted, GT-I is about as scintillating a read as the China Daily.

Others note that the GT-I appears confused about its own audience. Even as it pursues an editorial line tuned carefully so as not to offend foreign sensibilities, the paper is selling itself as a way for Chinese - students especially - to learn English.

Finally, I couldn’t help but note that the Tamils departing Sri Lanka were described as undertaking an “Exudos.”

Granted, it is easy and fun to lambaste the new publication for what seems to be a lame effort, and the editors have given us all a lot to pick on - or just ignore. But let’s keep in mind that launching a new publication in China is quite different than doing so elsewhere, and that it is still early days yet.

First, any publication launching in China is going to take some time to find its voice - not because the editorial team doesn’t know what to say, but because it needs to make sure that it is staying within the unspoken and often fuzzy boundaries of what the Party will allow it to say. A quiet trial period has to be passed during which the editorial staff earn a little trust from regulators, and is thus able to start taking some liberties.

A publication that is so readily accessible to foreign readers (and possibly aimed at that audience) faces even greater regulatory scrutiny because the tone the paper takes affects not only domestic political concerns, but the image China projects around the world. Given that most of us see Chinese newspapers as the direct mouthpieces of the Party and Government, this is a well-founded concern.

Even as the regulatory concerns dog the editors of a new English-language publication, there are market concerns as well. Rather than run a bunch of focus groups to find out what people want to read, the editors will “cross the river by feeling the stones,” figuring out by trial and error the right tone and the right mix of coverage.

And finally, the editors and the business development team are going to want to get feedback from advertisers and agencies to get their ideas on what kind of readership they want to reach, and what they think it will take to reach those readers.

Of course this process is going to take time.

Frankly, I’m not interested in another paper that looks, sounds, and smells like China Daily. I reckon one is enough. I would love to see GT-I build a bit of character and start adopting the attitude - if not the exact editorial line - of its sister Chinese publication. I may not agree with everything I read, but at least it will be entertainment.

So if the nice folks from GT-I come to you and ask you what you think their publication should be, do them and the rest of us a favor: don’t just catalog their problems, help them see what kind of a paper your clients (or your company) would be ready to advertise in - and what it would take for you to read.

This entry was posted on Thursday, April 23rd, 2009 at 4:52 pm and is filed under Media. You can leave a response, or trackback from your own site.