Publishers of the glossy women's magazine Elle have signed a 50-50 joint venture with the Shanghai Publishing House to publish in China, the first Western magazine to be published there.
Elle's owner, the French publishing house Hachette, said in a statement that the first issue of the upscale market magazine would appear in July. Two issues were planned for 1988 and four in 1989. The magazine would be sold at up to 4,000 points throughout the country. The first edition have 90 pages, a spread on world fashion and advertisements, "even if certain of the products are still unknown to consumers in China," Hachette said.