A Study On The Editing Ideas And Localizing Strategy Of Sports Illustrated, China

The year of 2006 marked China's fifth-year WTO member. According to the agreements made five years before, China should have actually open up its cultural industry till 2007. Sports Illustrated (SI), the world-wide-known U.S sports magazine, taking 2008 Beijing Olympics as a great opportunity and influencing background, had made its mind to march into the Chinese magazine market before 2007, together with other western magazines, such as Vouge.Eighteen months after that, Sports Illustrated China (SI China) has gained not only a foothold but also profits from operation. Statistics show that in the year of 2007, the sale of SI China had reached 180,000 prints per issue and also gained 25 million Yuan RMB by advertisements selling. As for the year of 2008, SI China had set its goal of 200,000 prints per issue and 40 million Yuan RMB. And in the first season of the year, the magazine has already gained 7 million Yuan RMB from advertisements selling , increasing 30 percents year by year.Therefore, SI China, because of its success of quick-realized operating and localizing, has become worthy of focusing and studying. Meanwhile, Beijing Olympics has become a challenge for the China's sports reporting groups who could be possibly learning from the experience of the U.S version of SI.What editing ideas could possibly affect is not only communication result of the magazine, but also the operating effects. One thing need to be pointed out is the famousness of SI and the Beijing Olympics as a background are the very two reasons why SI China is now focused so much. But this study will not take Olympic Games and WTO agreements as upper-limits. It also wants to offer possible help to the post-Olympic era of China's sports media.By methods of documents searching, face-to-face interview and contents analyzing, the study focused on the 40 issues of SI China, published from September 15, 2006 to April 9, 2008.