I have a web site at www.fu-lu-shou.com. It;s in Chinese as well as
English. We distribute for creditable U.S. and Russian educational
institutions subscriptions to newsletters that analyze and pick
U.S. stocks and options.Our target are the Chinese in China,
South-East Asia as well as in major cities of America and Europe.

My question: How can I publicize my web site and reach my target
audience? I need specific answers: URL's of web sites, advertisement
departments of Chinese newspapers, relevant news groups,ways to
contact and recruit sub-distributors and affiliates all over the world
etc. If you have expertise in web marketing for this particular
project, you may also email me.

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Request for Question Clarification by fons-ga on 02 Nov 2002 20:16 PST

Hi Khean-ga,

Thanks for your question. 
I do have a suggestion that would make it easier to answer your
question: when you split it into different sections, I could have a go
for the Mainland China media.
It would also be good to know what kind of publications you are
looking for: you want free publicity or you actually have a budget?
I guess you are familiar with the situation in China where it is very
hard for the average citizen to invest in US stocks in a legal way:
that might make the interest in your website perhaps rather limited.

Regards,

Fons

---

Clarification of Question by khean-ga on 03 Nov 2002 20:45 PST

Hi Fons,

Yes, I know about the restrictions in China. But we do know that
somehow they manage to do it,whether through Hong Kong or some other
means. There are also the Chinese who work for the foreign fund
managers with international portfolio.

Can I put it to you this way Fons, since you seem to be familiar with
the situation:
 I do have an advert budget of a few thousand dollars and will be in
the Classifieds of the Singtao chain of global newspapers including
Hong Kong on Nov 15. Help me find ways I can reach the people in China
who can and do play U.S. stocks. Anywhere I can buy Chinese email
lists of people who are interested in Finance?

If you think that China is a no-prospect place, help me reach the
people of HK, TW, SG, MY etc

Hi Khean-ga,

Let's have a go for it. As you know most Chinese citizens would have
legal problems in buying US stocks and those who are able to invest
their money abroad often will get loads of help from the international
investment banks who want them to spend their capital with them.
But I have no doubt that decent financial information, independent and
coming from abroad, is appreciated both by those who already found
ways to invest abroad and those who are thinking about doing that.

One warning: I am commercially involved in www.chinabiz.org, an
English language website that targets international companies working
in China and we target a part of the group you want to go after, both
inside and outside China. That might influence the objectivity when I
give a verdict on the competition, but I saw nobody else took on the
question and decided after a few nights of sleep to have a go anyway.

I would not go for buying mailing lists: commercial emails (and often
I honestly do not know whether I asked for them or not) are in China
more than anywhere else a nuisance. Most of them orginate anyway from
China, because of the lacking ethics regarding spam here. Some of the
major providers of free email boxes block those mass mailings nowadays
- either wanted or unwanted - unless you pay them for clogging up the
infrastructure.

The downturn in the Internet has caused the demise of many of our
competitors. One of the English language competitors still alive is
www.chinaonline.com
They have an e-book store in place that works pretty well: you might
consider them. They are Chicago-based, so have a rather large US
constituency. Estimations in the market are that they have problems in
surviving in the current rough economic situation, but just now they
were still around.

What is a good option for your target group is the Chinese edition of
the Fortune Magazine. That would give you a Chinese readership that
has already a profound interest in the United States.
The magazine is published in license by CCI Asia Pacific in Hong Kong.
At this stage it is the only Chinese language financial magazine with
a foreign connection.

Their address:
CCI Asia-Pacific Ltd
23/F, Tianjin Building, 167 Connaught Road West, 
Hong Kong
Tel: (852) 2858-0789
Fax: (852) 2857-6309

For the Chinese-Chinese print media: there are a few dozen financial
publications around, and none of them can be called leading. Most of
them are very poor, but there are a few exceptions.
(I will later give you a website that actually lists more financial
media.)
While giving a good assessment is very hard, most Shanghai-based media
tend to perform rather poor, while the better media are located in
both Beijing and Guangzhou. This for general guidance.

I would go for the following two:

The muckracking Caijing Magazine (actually published by the CSRC - the
national stock exchange authorities of the China Securities Regulatory
Commission) would have the credibility you could use.
Best access point is China Adnet: an agent that would offer also add
space in other financial publications.

The upcoming 21cn Business Herald with the looks of and the ambition
to become the Chinese Financial Times. It belongs to the Nanfang Daily
Group, a daily paper with quite a good reputation, although still
government controlled like most media in China. I met some of their
reporters and was pleasantly surprised. They do not have a website,
but you can refer to the Nanfang Daily Group:
Nanfang Daily
No. 289 Guangzhou Av., Guangzhou
phone: 86-20-87373998
Or here in Shanghai:
No 300 Hankou Road, Shanghai
phone: 86-21-33040190
fax: 86-21-63519623

The China-Europe International Business School (CEIBS) here in
Shanghai is the leading busines school in China. They bring together
some of the best business people in China, an upcoming generation and
(for their EMBA-program) so of the leading managers of State-owned and
private enterprises. You might consider to spend some of you budget on
on-campus promotion or use their website.

Hope this all can match both your requirements and your budget,

Best regards,

Fons

Related links

Chinaonline
www.chinaonline.com

Chinabiz
www.chinabiz.org

Caijing:
http://www.chinaadnet.com/index.php?pid=8&mediaID=64

Fortune China
http://www.fortunechina.com/

Their publisher CCI
http://www.cci.com.hk/default.htm

More financial media:
http://www.chinaadnet.com/index.php?pid=7&indID=13

The Nanfang Daily Group
http://www.nanfangdaily.com.cn/nf/20021104/

Details on the CEIBS
www.ceibs.edu
http://www.chinabiz.org/articles/show.asp?id=1686

Search strategy:
Google: China financial media
"Nanfang Daily" address

The researcher knows what he's talking about, for such a difficult
subject. I would not hesistate to use him again for different aspects
of this same topic

Also try yahoo.com.cn sina.com.cn and suho.com.