Our mission as a translation company is to produce final documents that read as if they were written for the target audience of the translated language. That mission is best summed up by New York Time’s, Lydia Polgreen- “..For readers to have as high quality an experience as someone reading in English.”
Increasingly, we are seeing more US companies take this mission to heart, by investing more in translation and localization projects to reach their clients worldwide. Moreover, an emphasis on cultural awareness is growing throughout the corporate sphere partly due to the rise of immigrants and visitors traveling to the US from overseas.
Asking then, “What are my potential clients’ demographics?” is an important first step to figuring out how to target them. It is the question that bosses at Boston Magazine asked themselves recently, which has prompted the publication of the magazine’s first Chinese language edition soon to hit newsstands.
The Wealthy Chinese Market Segment
China had 2.4 million millionaire households in 2013. These households have developed a taste for higher quality living for themselves and their families, leading them to seek out better living conditions outside of China. Boston is one of those premiere destinations for Chinese millionaires.
Boston boasts a world class education system and clean environment, both attractive points for Chinese families. Education, in particular, is a top priority. Chinese families have traveled to Boston solely to send their children to prestigious schools like Harvard and MIT. Over 28% of Boston’s foreign students are Chinese!
Also notable, Boston is the seventh-most-attractive city internationally to Chinese real estate investors. It’s clear now why Boston Magazine deemed its state, “China’s Town” in an article published last year.
A Voice for the Community
Boston Magazine is directing its Chinese language edition to Chinese students, investors and tourists. 35,000 copies of the edition will be available this month in college campuses, hotels and tourist areas. Journalism professor, Lou Ureneck of Boston University celebrates this as an intelligent strategic move, stating that the publication, “..is making an astute observation. This makes their publication more inclusive, more of a voice for the whole community”.
We cannot agree more! Boston Magazine is well on its way to connecting effectively with the growing Chinese demographic in its home state, by providing Chinese translations of its content.