如何在中国打造商业杂志

    《财富》（中文版）（Fortune China）由《财富》杂志（Fortune）授权出版，最近它刚刚举行了创刊15周年的庆祝活动。高德思（微博）从《财富》（中文版）创刊伊始就一直担任这本杂志的董事长兼总编辑，是它背后的发展动力。近日，我们对高德思进行了采访，请他谈谈这15年间，所观察到的变迁。【相关阅读：《财富》（中文版）创刊15周年特别报道：《15年来影响中国商业进程的15位人物》（15 business people who’ve changed China）】。

    15年前，是什么让你意识到中国需要一本商业杂志？

    1993年，我们在中国为时代公司（Time Inc.）的杂志做了一项市场开发可行性研究。自1975年起，我们公司（中询有限公司，CCI Asia-Pacific Ltd.）就已经开始出版B2B的中文杂志，同时开展市场研究；我们的位置得天独厚，因此有幸见证了1979年中国实行改革开放政策之前、期间以及之后的变化。

    1993年，我们向时代公司提出的建议之一，就是推出《财富》（中文版）。当时，中国刚刚出现两大趋势：随着中国从前苏联式中央计划经济体制转变为市场经济与计划经济相结合的体制，人们对管理信息产生了巨大的需求；中国各大城市出现了相对富裕的中产阶级。这两股力量积极推动了《财富》（中文版）这类财经杂志的出现。

    有意思的是，我在提出这项建议时，从来没想过我们会成为《财富》杂志中文版的出版商。因为一直以来，时代公司并不认可通过授权获得发展的方式。几年后，时代公司终于第一次对外授权，而我们积极地接受了邀请。

    您编辑、出版《财富》（中文版）的15年里，中国企业最大的变化是什么？

    中国企业的变化广泛而深远，很难说最大的变化是什么。这里有一个数据可以说明问题。1996年，仅有3家中国企业入选《财富》世界500强企业榜单（Fortune Global 500），而今年已经达到了61家。

    回首过去的这15年，哪些报道让您最引以为豪？

    让我自豪的那些报道都有一个共性，那就是它们都在中国社会急剧变化的大背景下，为中国商界领袖提供了帮助，让他们更好地管理企业、更好地打理个人和家庭生活。

    其中一个例子是早期的一篇封面报道。这篇报道译自《财富》杂志，标题是《企业为什么失败》（Why Companies Fail.）。海尔公司（Haier）首席执行官张瑞敏曾公开表示，这篇文章对他的影响很大。他甚至把这期杂志装裱起来，一直摆在案头。

    还有一个故事，我认为也获得了良好的反响。2010年，我对管理大师吉姆•柯林斯进行了长达4个小时的访谈，并撰写了一篇封面文章。我们不仅在杂志中刊载了柯林斯的访谈，还在财富中文网（www.FortuneChina.com）网站上发布了访谈视频。柯林斯的书在中国十分畅销，这一系列报道的反响也非常可喜。

    Fortune China, a licensed edition of Fortune magazine that publishes in Chinese, recently celebrated its 15th anniversary. Tom Gorman, who has been the publisher and driving force behind the magazine since its inception, answered some of our questions about the changes he has observed during this time. (See also 15 business people who've changed China from the editors of Fortune China)

    What made you think, 15 years ago, that China needed a business magazine?

    In 1993, we did a market entry feasibility study for Time Inc. magazines in China. My company had been publishing Chinese language b2b magazines and doing market research in China since 1975 , so we had a ground floor seat from which to witness the dramatic changes before, during, and after the Open Door policy was announced in 1979.

    One of our recommendations to Time Inc. in 1993 was a Chinese edition of Fortune. There were two big trends just emerging on the horizon: A huge demand for management information as China transitioned from Soviet style central planning to a hybrid form of market economics; and the emergence of a relatively affluent middle class in major Chinese cities. Both were positive underlying drivers for a magazine like Fortune.

    Ironically, in making that recommendation I never imagined we would be the publishers of Fortune's Chinese edition because Time Inc. had not traditionally been a believer in growth through licensing. In the end, some years later, we were offered the first license and enthusiastically accepted.

    What has changed most about Chinese business in the 15 years you've been editing and publishing Fortune China?

    The changes are so diverse and dramatic it's hard to single out just a few. One favorite data point is that in 1996 there were three Chinese companies on the Fortune Global 500 list, versus 61 on this year's list.

    As you look back over the last 15 years, what stories are you proudest of telling?

    The common denominator for me is stories which have helped Chinese business leaders do a better job of managing their businesses as well as their personal and family lives, against a backdrop of phenomenal, turbulent change.

    One example was an early cover story we ran, translated from Fortune, called : "Why Companies Fail." Haier CEO Zhang Ruimin has said publicly that this article had such an impact on him that he framed that issue of our magazine, and it has remained on his desk ever since.

    Another story which I think had good resonance is the cover story we did based in 2010 based on my 4-hour interview with management guru Jim Collins, which we ran in the magazine as well as in video clips on www.FortuneChina.com. Collins' books are big-time best-sellers in China , and the response we got to this series was very gratifying.