Eyes east for Rogers trade books?

Rogers Publishing is, cautiously, considering expanding its trade publishing into the market in China, according to an article in Monday's Globe and Mail by Gordon Robertson. Chief executive officer Brian Segal said Rogers is less interested in consumer publishing and more concentrating on growth possibilities from exporting trade titles to China. “It's underdeveloped. If I was to do anything — and I have had some discussions — it would be on the business-to-business side.”

Rogers has more than 50 trade titles aimed at specific industries. Segal said he saw potential for foreign editions of such titles as Plant magazine, which covers manufacturing, or Medical Post.

“Medical Post goes to 48,000 physicians now,” Mr. Segal said. “Presumably, it could go to 450,000 physicians [in China]. That's what we would be looking at if we were to move ahead.”

His caution is well-placed because it takes time and significant investment to enter the Chinese market. Rogers would have to seek joint venture partners inside the country or license its brands and content for publication by a local company.

Segal apparently sees business-to-business publications as less likely to have controversial content that would upset their host countries.“On the business-to-business side, you're not so worried about content,” he said.