The above examples represent a new breed of corporate marketing tool that has evolved over the last two decades in the Chinese private sector, which flourished following the economic reforms and opening-up policy in the 1980s. These publications may not place corporate activities and products in center stage, but the aim to promote business remains, only more suave in shaping brand image in line with the now-fashionable buzzword of responsible corporate citizen.    

Mirroring China's Economic Development
In fact, in-house publications date back to the days when state-owned danwei (institutions or companies) were the only source of employment. At the time, almost all major danwei had their own in-house propaganda units to churn out printed material on socialism ideology, leaders' speeches, and industry news, with some still being printed today.

Private companies are carrying the torch forward, albeit with a different approach. Corporate Publications Research Center's second chief secretary Chen Ruijiang believes that modern in-house publication began with Si Tongren (四通人), put out by a private information technology firm named Stone. Founded in 1984 by a group of young entrepreneurs with a 20,000 yuan loan, today Stone has grown into a holdings group listed on the Hong Kong Stock Exchange.

In the 1980s, as the country transitioned from a planned economy to a market economy, young private enterprises were also learning the ropes of business survival in the open market. In-house publications became a tool to forge bonds among staff, a platform to nurture management charisma, and conduits to exchange industry news. In the early days, private firms also lacked publicity channels in the state-controlled media, and in-house publications filled the need for self-marketing and maintaining communication ties with customers and officials. 

"In-house publications are like a jumbo-size name card, but more informative and effective," says Chen, adding that a real estate sales manager once claimed that a third of his business volume came from readers of his in-house magazine.

Real estate is one sector in China which private firms have thrived and prospered. Developers were among the earliest to print folded pamphlets promoting property units and corporate events. These hard sales materials later evolved into flashy in-house magazines, touching on social issues and lifestyle choices for the expanding Chinese middle class. These include in-house magazines from Vanke, Vantone, and Soho China-- all of which have circulations running into the tens of thousands with readers in mainland China, Hong Kong and Macau.