Han Han, one of the most attention-grabbing Chinese young writers, and his team tried to do a print magazine in 2009 and finally managed to made it in 2010. But it ended up with only one issue published, thanks to some issues. Generally, anyone that wants to do a magazine in China has to get a serial number from an authorized organization, register with the state administration of press and publication, and publish content in accordance with whatever the serial number allows for — if the first two are time-consuming and hard, the last one is with a blurring bottom line that you have to be very cautious.

The team made a comeback with ONE, a web-based digital magazine first and iOS and Android apps later within this year. The mobile apps were self-developed while web-based version is partnering with QQ.com, Tencent’s news portal.

Apps are for free but carrying Nike ads, with a whole page featuring the Nike+Running app. There also placements for app exchange ads. More than a few advertisers reached out, Han Han pointed out (blog post in Chinese), but most were rejected for the sake of ad quality. The blog post, published at the end of November, mentioned the readership was about one million.

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Tracey Xiang

Tracey Xiang is Beijing, China-based tech writer. Reach her at traceyxiang@gmail.com