In our past life as a public relations executive, we were always surprised at how China’s media world appears to be in sort of a pre-Cambrian age with as many publications going out of business as there are coming in. Call up all the journalists you’ve invited after a press conference and there always be bound to be one or two publications that have folded up. Well it appears we haven’t quite come out of those pre-Cambrian times yet, and at least the expat magazine circle is beginning to feel the heat. Hot on the heels of the closure of News Views Reviews comes the demise of Hint Magazine. We just received this in our mail from the editors of the publication:
Dear Friends of Hint Magazine,
In the next few days, the February edition of Hint will be flooding the bars and restaurants of Shanghai. Unfortunately, this will be the very LAST edition of Hint Magazine.
Despite the fact that the readership was growing, the market was just was not ready for this kind of publication.
We tried to bring you, the discerning Shanghai reader, something different and we hope you enjoyed some of our articles and opinions.
We would like to take the time to thank everyone who has helped, contributed or assisted us in the course of our publication. We hope that we can keep in touch and can continue to work together in the future.
Natalie Hill and Joseph Jones
We’re not sure how Hint was meant to be “something different”, or for the “discerning Shanghai reader”, or what they meant by “the market was just not ready for this publication”, but it is still a pity. We kind of liked the idea of a pocket-sized magazine, although with our poor eyesight, the small font made their stuff barely readable. The magazine also could have used better design.
Hint was published by the Shanghai Walker group which publishes《上海漫步》in both Chinese and Japanese. Their Japanese title is one of the most successful and popular Japanese expat rags in town. The company was presumably hoping to have as much of a success in the English language market as they had in the Japanese market, but too bad it didn’t quite work out. They either came into the market a bit too late, or, maybe, just maybe, the expat magazine market has already reached saturation point.
More Shanghai media gossip on Shanghaiist
NVR says never again
Cameltoe alert at Shanghai Daily
SH Mag’s revamp