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Duzhe, a book for souls

By Li Huayu (chinadaily.com.cn)
Updated: 2006-08-24 09:30

Lanzhou hand-pulled noodles, Mogao Grottoes, and Duzhe (Readers) magazine are regarded three name cards of Northwest China's Gansu Province. Among them, Duzhe is a leading brand in the circle of periodicals at home and abroad.

After 25 years of efforts, Duzhe has developed three editions - the Chinese, Uygur and braille. Meanwhile, it created a countryside edition and a pictorial edition. Duzhe now has a monthly circulation of over 9.4 million.

By the first issue of 2005, Duzhe had published 342 issues in total with a total circulation of more than 800 million. Statistics from the International Federation of the Periodical Press show that Duzhe ranks the fourth worldwide and the first in Asia by circulation.

Industrial experts say Duzhe has succeeded mainly because it attaches much attention to the needs of ordinary people, delivers high quality at low prices, and rewards contributors of the magazine's stories, including the author, the media the story is originally published as well as the recommender of the story.

Duzhe features small stories but tells big truths, and guides people how to distinguish rights from wrongs. Some readers say that the magazine seemingly hinds itself at a corner but sends out a penetrating sound that delivers respects for its readers and responsibility to the society.

Duzhe now has a large number of readers from different walks of life. Statistics show that Duzhe has an overseas circulation of more than 600,000, with its readers widely distributed in more than 80 countries and regions including the United States and Australia.

To promote local brands, especially this cultural and spiritual brand, and encourage Duzhe's further development, the Lanzhou city government named the avenue before the Duzhe building as "Duzhe Avenue" in November 2004. The avenue now becomes part of the widely-known Yellow River Scenery Route.

What's more, the local government plans to build a large park named after Duzhe in the next two to three years, according to an official with the government.