Hoping to rack up some extra media mileage in ink that travels abroad? Don't count on your message reaching China in one piece. The Chinese government now prohibits magazine
publishers from using their brand names or logos in magazines destined for the Far East.
The rule is so stern the government deems many of the licensing agreements forged between U.S. publishers and Chinese agencies to be illegal. Western publications are required
to use the direct translations of their names as they appear on licensing agreements, or use no English at all.
For example, Cosmopolitan's name on its licensing agreement is "Trends Lady." Woman's Day is "Friends of Health." Both have opted to publish their easternbound
periodicals without titles, leaving big blank spaces where their names should be.