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Sat, 14 Jul 2007 11:56:06 +0800

I have heard that Rolling Stone Chinese Edition is closed? Are there anyone who can confirm this news? Anyway, the Chinese edition of the iconic magazine has been badly done from the 1st issue. The magazine's content showed the editorial team has no sense of marketing, which is needed for survival if they want to get any advertising at all. For instance. with all due respect to Subs, who was on one of the RS covers. How many advertisers would target Subs fans (or rock music fans in general)? Never mind the iconic RS logo placed on one side of the very busy cover is an insult to the worldwide branding of RS (corporate ID policy usually forbid such alternation and, judging from other edition of RS magazines in other countries, you feel it is required for RS China also), the content is handled by the same old clique of music writers in the same old style no difference from what they have been writing for other music magazine that has no advertising support. How many advertisers and media planner are interested in a magazine readers of the rock items you have mentioned above? If the demise of the Rolling Stone Chinese edition is true, I feel sorry for Jan Wenner that his pop culture iconic brand has met their Waterloo in China due to the mishandling of the title. If the news is not true, I think RS Chinese edition will have to pull up its socks and rethink how to survive in the long term.

Shanghaiist: Inside the "new" Chinese Rolling Stone music magazine

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