Sina Rolls Out e-Magazine Channel

Sina announced that it officially rolled out a brand-new e-magazine channel today. In China, e-magazine refers to an usually flash-based files embodied text, photos, audio and video together, which can be downloaded or read online.

In fact, Sina has started to explore e-mag market since 2005, it partnered with Vika.cn, an e-mag solution provider and publishing platform, to develop and distribute Sina’s various e-mag. Exploring Sina’s e-mag channel, you will find it shares almost the same content as the website of Vika.

As other e-mag services in China, Sina’s e-mag channel will not only distribute Sina’s original e-magazines, it will also act as a publishing platform to publish and distribute third-party’s e-mags. Sina will release a new blog magazine product in August, which will help Sina’s bloggers to easily build a personal e-magazine based on their blog posts, photos and uploaded videos. Later Sina will develop group feature for each magazine, which would be similar as group of Vika, I guess.

In 2005, e-magazine is the hottest sector in China’s Internet industry, leading players in this market, such as Zcom and Xplus, all successfully raised funding in 2005. In May 2007, famous Chinese director and actress Xu Jinglei started to operate her own e-magzine Kai La, it claimed that Kai La magazines has been downloaded for more than 3 million times by June. We believes that Sina will also take celebrity strategy to develop its e-magazine channel as it did on Sina blog service.

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