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INTRODUCTION

1. History and Mission: The Message is Clear

• With its 11-year history, and its close ties to Beijing Tourism Administration, BTM is positioned in the marketplace a "cut above the rest" as Beijing's authoritative short-term English-language tourism magazine
• Staying well clear of the choked and bargain-basement "cynical expat" market, BTM instead aims for a photojournal style, with in-depth articles that positively add to any Beijing holiday or business trip
• Our mission is to strengthen our strong alignment with the vital and cashed-up "3-star and up" short-stay market, and offer a useful, literary alternative to the "listings plus" throw-away style of other English-language magazines
• Research tells us Chinese national readers of English magazines look for deep, detailed articles -- the kind that only BTM provides

2.Basic Information

• Sixty-four pages
• Glossy; perfect-bound
• Monthly (Street date: 1st)
• English with Chinese-character navigational information

3.Editorial Focus

• The focus of the magazine has changed with the priorities of our readers -- beyond the "Big 6" Beijing historical sites to the streets, sights, sounds of "real" Beijing
• Written by specialists, our in-depth features go "beyond the guide-book" to involve readers in Beijing, and create unique-themed opportunities for our advertisers

4.Circulation - strategic points

• 70,000 copies per month
• Distributed exclusively at the Capital Airport
• Extensive distribution network of hotels, restaurants, shopping centres, airline and tourism offices, schools and universities
• Shanghai Pudong International Airport, Hong Kong, 20 Chinese overseas embassies

5.Readership

• Our readers are high-income and mobile, with over 60% being on their first or second visit to Beijing
• 30% of our readership is a "core" of long-term Beijing residents, both expatriate and English-reading Chinese, the primary group attending "high culture" events in the city
• 78% of our readers list their income as in excess of US$40,000 per year

6.Future Mission

• An expansion from 64 pages to 80 pages, to both increase our number of 4-page features (from the current 3-5 to 5-7 per issue), and to expand our "Fast Facts" section into a far more comprehensive "Beginner's Guide to Beijing," featuring Beijing's best tourism map, from our sister publication "Map of Beijing"
• Building on recent positive responses to our comprehensive "Guide" articles, an extension to this column is planned,  with great themed advertising opportunities
• More focus on our Web site, as it transitions into the deepest Beijing-related content-source on the web

COMPETITIVE STRENGTHS

1.In-depth for short-term tourists in Beijing

• Beyond Beijing's "Big 6" tourist sites, there is a whole city to explore
• Only Beijing This Month provides the detailed coverage necessary to get short-term tourists "out there" into the broader Beijing marketplace

2.The best first hand info about art and cultural activities

• As the senior English-language magazine, Beijing This Month is first on the guest list, and first with the coverage of the big events
• Our editorial staff's expertise in both Chinese and Western cultures gives unequalled depth to our coverage of the sights, sounds, and streets of Beijing

3.High purchasing power target readership

• Leaving the no-money/low-money "backpacker" budget tourist and cynical expat market for others to squabble over, BTM's targeted distribution network, and our superior quality production values and editorial content directly targets high-purchasing power readers
• Both our local and our overseas readers LOVE our detailed content, which takes them off the beaten path, and opens new experiences and spending opportunities to them
• BTM controls the ONLY English-language tourist information available at the Capital Airport

4.Diverse international background of editorial team

• A diverse collection of writers from the USA, the UK, Canada, Ireland, Australia, augmented by talented freelancers, maintains our international and culturally balanced editorial voice

5.Stronger Circulation

• With the most extensive distribution in Beijing's top-category hotels, and EXCLUSIVE airport distribution, Beijing This Month is taken home by tourists; our advertisers enjoy prolonged international exposure unavailable in other English-language magazines

6.Professionalism and commitment on sales services

• We are committed to serve our advertising clients wholeheartedly. We know the importance of flexibility, and can accommodate the needs of our clients, tailoring our services to meet every requirement
• Better sales service, exclusive native-English editorial assistance, exclusive cross-branding opportunities

DETAILS OF EDITORIAL CONTENT

1.Sophisticated yet diversified editorial content

• BTM's editorial system ensures even coverage of all aspects of Beijing life
• Every story aims to be "cross categorised" to maximize effect and maintain reader interest
• Basic categories include: Arts and Culture; Beijing Basics; Dining; Health & Wellness; Love and Life; Nightlife; Shopping; Sport; and Classifieds
• Each basic category is further divided into subcategories, which maps onto our Web site schema http://www.btmbeijing.com

2. Monthly themes for the coming year

January:
Winter getaways in and around Beijing, Yanqing, the "Winter Wall," skiing, hotel "pamper" weekends and packages
February:
Spring Festival / Valentine's Day, hotel Valentine's Day packages, "romantic night out" guide (where to go with that special someone)
March:
Fashion Week (Autumn and Winter Collections), Beijing cinema, film industry, camera shops / development options in Beijing, photo exhibitions (this is "gallery" season)
April:
Meet In Beijing Festival, music scene, "out of hibernation" guide (all of the new openings of bars, clubs, restaurants - this is "opening" season)
May:
May Day, 10-page photo essay "Changing Beijing" - to become yearly May feature, Beijing for Kids (things you can take the whole family to in the city)
June:
The Great Outdoors ("adventure sports" in Beijing and surroundings) the "resort cities" on Beijing's fringe (Huairou, et al), dining "Lao Beijing" style (cheap and cheerful)
July:
The Great Indoors (escaping the summer heat in bars, Beijing's big museums, hotel bars)
August:
The Big Five (The Wall / Ming Tombs, Forbidden City, Summer Palace, Lama Temple, Tiantan), making the best of your "Big Five" day out (self-guided, or "How to avoid the caps and flags")
September:
An Autumn Night Out - take advantage of the beautiful, balmy evenings to relax  outdoors at night (Shichahai, Nurenjie, Sanlitun, Dongzhimen, Wudaokou and more.)
October:
National Day, High-tech Beijing (computers, mobiles, hotspots, chat rooms, blogs, online culture)
November:
Fashion Week (Spring and Summer Collections), "Eat Around the World" in Beijing - the best of foreign cuisine highlighted - perhaps an "editor's choice" in each category
December:
Holiday Special, a "what's hot" buying guide, "highlights" issue, a "Made In China" excellence story (goods that are made in China but that are best in the world quality)

CIRCULATION INFO

1.Overview

• Our circulation and distribution is wide, yet targeted and strategic
• Concentrating on the "spending" expat community (not the backpackers) and "aspirational" destinations for our local readers
• Our magazines are not dog-eared "leavers"; our readers take them home, and leave them on their coffee tables, maximizing our advertiser's reach and exposure

2.List of circulation points

• Hotels
• High-End Office Buildings
• Foreign-Resident Apartments
• Restaurants and Recreation
• International Clinics
• Airlines
• Universities and Educational Institutes
• VIP Rooms at the Airport
• Travel Information Center
• Governmental Foreign Service Institutes
• Embassies

3. Circulation analysis

 

Hotels 37.3%
Airport 11%
Office Building & Apartments 22.2%
Bars & Restaurants 5%
Foreign Airlines 4.2%
Universities 3.8%
Subscription 3%
Embassies 5.5%
Others 5.3%
Tourism & Investment Sectors 2.7%



READERSHIP ANALYSIS

Highlights

• High-purchasing-power: People with annual incomes of over US$40,000 represent over 75% of our total readership
• Aspirational: 30% of our total readership are 3-star plus tourists; of our local readership, 90% are 25-45 AND list their income as being over US$20,000
• Professional: 50% of our total readership list their professions as middle or upper management, or government/diplomatic decision-makers

 

Advertising enquiries can be emailed to:

adsales@btmbeijing.com

 
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