Presenting the real china to the World

IN Beijing on February 10, 2012, China Today held a ceremony celebrating its 60th anniversary. About 300 people participated. Among them were Han Qide, vice chairman of the Standing Committee of the National People’s Congress and president of the Jiu San Society, and Zhao Qizheng, chief of the Foreign Affairs Committee of the Chinese People’s Political Consultative Conference (CPPCC). Edmund Ho Hauwa, vice chairman of the CPPCC National Committee, and Wang Chen, minister of the Information Office of the State Council, sent congratulatory messages. China International Publishing Group President Zhou Mingwei, China Today President Gong Xixiang, China’s special envoy to Middle East Wu Sike, and Peruvian Ambassador Gonzalo Gutierrez all made speeches at the event.

Since its creation in January 1952 China Today has been abiding by the guidelines set by its founder Mme. Soong Ching Ling to use facts to report on the latest development in China’s economy, politics, society, culture and people’s livelihood, and it has won wide acclaim worldwide. Over the past few decades, it has evolved from an English bimonthly into a monthly published in English, French, Arabic, Spanish, Turkish and Chinese. The magazine is also available online in each of these languages plus German. In 2011 the magazine sold over three million copies in 150 countries and regions around the world.

In recent years China Today has stepped up efforts to appeal to its global readership. As part of its localization campaign it set up the Latin American office in Mexico City and Middle East office in Cairo in 2004, where it now plans and produces its Spanish and Arabic editions respectively. Later two editions tailored for Turkey and Peru were created. Meanwhile China Today has increased coverage of current affairs in economy, politics and international relations. These endeavors won it a national award from China’s General Administration of Press and Publication in 2011.

China Today’s outlets outside of Chinese borders have established close ties with local governments, academic circles and media in their host countries, receiving assistance in interviews and written contributions from local writers.

The employment of the latest technologies is bringing the magazine closer to its international readers, launching services on digital and mobile media to appeal to the younger generation. In doing so the 60-year-old publication remains relevant and compelling amid the intense competition in today’s media industry.