The New Maxim: Go East

Maturing markets are turning Western magazine publishers in a new media direction--east, to China and India. Rock chronicler Rolling Stone will launch its Chinese edition in February. "Consumer-lifestyle publishing in China is a new phenomenon," says Rolling Stone publisher Steve DeLuca. There's little competition too: "The Chinese government wasn't up to the rock-'n'-roll scene."

It will be soon, now that local editions of glossies from Maxim to Vogue are feeding the hunger for gadgets, new duds and fast cars--social ammunition for middle-class lifestyles.

Last year China's magazine market totaled about $400 million in advertising, but with 20% annual growth, it would...

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