Author: Cheng Shenghua
Title: Chief Editor of Orient Today Magazine
Paper Title: WTO and the Prospects of the Development of the Chinese Journals
Key words: development prospects; ads operation; advantage of delayed effects

Abstract:
The economic and cultural development in China will make remarkable progress after China' entry into the WTO, which will be followed by the development of journals. The key to successful operation of magazines is advertisement. Compared with other nations, the ad revenue in China is minimal, and foreign capital has entered into the Chinese market. Given this, the journal sector has to resort to reallocation of resources, setting up media groups and establishing brand names. In the meantime, in order to survive in the competitive cultural industry, it should also seek ad support, improve the quality of the journal and services, and train professionals to be on a par with their international counterparts.

Author Profile:
Time and place of Birth: 1951 in Zhejiang province
1995-96: Director of the Chief Editor's Office of the Commercial Press.
1978-95: Editor, Commercial Press.
1978: graduated from the Philosophy Department of Shangdong University.

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