传美国《读者文摘》欲退出中国大陆

来源：沪江英语


Once the best-selling consumer magazine in the United States, Reader’s Digest may close its Chinese version due to unclear readership targets and weak promotion.
Reader’s Digest began to publish the monthly magazine Puzhi on the Chinese mainland in 2008 with the cooperation of the Shanghai Press and Publishing Development Company.
Puzhi, which means "universal knowledge" in Chinese, is the same size as Reader’s Digest in the US and features similar content.
YeQingcheng, a Beijing-based writer, posted on her micro blog on Monday night that the Puzhi office has started to dismiss employees and that Reader’s Digest is going to quit the Chinese mainland market. She said it was a pity to lose such a good magazine.
GregoryYim, the Shanghai-based business manager of Reader’s Digest China, would not comment when reached by China Daily on Tuesday.
But one staff member confirmed the planned closure. "It’s true, but we’re still waiting for more information about when we will leave," said the staff member, who refused to be identified.
XueLi, a Shanghai-based freelancer, said she has written articles for almost every issue for two years. "The magazine did not tell me whether it would close or not. But it does not matter to me because I write for several magazines and papers at the same time," she said.
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HuangJianhua, an accountant from a food supply company in Shanghai, started to read Puzhi in 2009 when her bank gave her a free six-month subscription.
"It’s true that some of the original essays and book reviews are quite impressive, but translated articles, which take up most of the content, do not interest me," Huang said. Its circulation was around 420,000 when it debuted.
WangPeng, a Wuhan-based brand-marketing expert, said Puzhi lost ground in the market mainly due to its unclear orientation.
"The magazine wanted to be family-oriented, but in China, values of parents and children might vary a lot. It also aimed to attract high-end readers using its overseas background," he said. "Puzhi hoped to win the two groups but neither of them has been pinned down."
"Lack of attraction to readers would directly lead to slim advertising revenue and that’s the main reason why the company would possibly suspend the magazine," he said.
【新闻快讯】

曾经在美国最畅销的杂志《读者文摘》，可能因为无法契合中国读者的口味以及销量上的持续疲软，而关闭它的中国分部。《读者文摘》从2008年开始，与上海新闻出版发展公司合作，在中国大陆推出月刊《普知》。《普知》和《读者文摘》在内容与定位上大致一致。
一位《普知》北京站的作家，本周一在自己的博客上发布消息称《普知》已经开始裁员，美国《读者文摘》将推出中国大陆市场。这位作家对此表示惋惜。而《普知》上海站的业务主管本周二在接受《中国日报》采访时对此消息没有发表任何评论。但《普知》的另一位员工确认了关闭的消息。这位不愿意透露姓名的员工表示：“关闭是肯定的，但具体的时间安排还没有确定。”
上海一家食品供应公司的会计，从2009年开始阅读《普知》。他表示：“《普知》上许多原创的文章和书评很吸引我，但杂志上绝大部分的内容都是翻译过来的文章，我对此不感兴趣。” 一位武汉的品牌营销专家表示，《普知》在中国大陆的失败主要是由于它的定位不明确。
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“这本杂志想走家庭路线，但在中国，父母和孩子之间的阅读差异非常大。同时，它又希望用自己的海外背景来吸引更多高学历的读者。《普知》的两个定位最后都失败了。对读者的吸引力减弱造成的直接后果就是销量下降，广告投放量减少，因此《读者文摘》就会选择放弃《普知》。”
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