Chinese archaeology journal Wenwu(Cultural Relics) is renowned for its top-notch quality articles and in-depth archaeological reports.

　　Chinese Cultural Relics is the official English translation of the prestigious Chinese archaeology journal Wenwu (Cultural Relics), which is renowned for its top-notch quality articles and in-depth archaeological reports.

　　Each issue of Chinese Cultural Relics contains translated articles of selected content from recent issues of Wenwu and is published by East View, a US-based company that has become the largest Chinese language digital academic content provider in North America. What is the targeted audience for such a specialty journal? How is it received overseas? China Daily website spoke with Kent D. Lee, president and CEO of East View, and Garry Guan, managing editor of Chinese Cultural Relics.

　　Why did you decide to publish the journal Chinese Cultural Relics?

　　Kent D. Lee: East View is the largest distributer of Chinese language digital academic content outside of China, all major universities of North America and the UK began to get their Chinese language products from us. But there was an interesting omission in this database, it was Wenwu, the professors wanted it to be included in the digital archive of their university libraries.

　　It turns out Wenwu is the most widely subscribed Chinese publication outside of China. Of course we want to start out with publications that have the most familiarity, the most readership in its native language, because it is a good indicator that the English translation will be successful if the Chinese edition is considered authoritative and popular.

　　Even though it is an academic journal, the quality is astoundingly good, it benefits China's image to have very serious publications well-done in English, for specialty audiences.

　　Chinese Cultural Relics is the official English translation of the prestigious Chinese archaeology journal Wenwu (Cultural Relics), which is renowned for its top-notch quality articles and in-depth archaeological reports.

　　What is the targeted readership for Chinese Cultural Relics?

　　Kent D. Lee: Apart from the academic circle, our readership also includes museums that specialize in East Asian art，and to some degree the art collection market, auction houses like Sotheby's, Christies, need information in English about valuable Chinese artifacts. But the circulation is global, we also have Chinese customers.

　　The journal comprises translations of selected articles from the Chinese archaeology journal Wenwu. As chief editor, how do you usually select content? Is it based on readers' preferences?

　　Garry Guan: Each time when we do the selection, we try to reflect the original journal's diversity. Wenwu covers a wide-range of topics, Chinese art history, architecture, museum collections, even rare books, etc. But not every issue can include all categories, so we will look through the latest six issues when we make the selection to make sure each category is included.

　　Can you briefly talk about the journal’s production team? When translating the Chinese articles into English, how can you and your team make sure the meaning is not lost in translation?

　　Garry Guan: That is the hardest part. First, we have gradually built our standard of style. Second, we are very strict in choosing translators, they are from all over the world, usually they are young scholars or professors who specialize in at least one of the related fields, art history or Chinese architecture, etc.

　　Over 55 percent-60 percent of them are not native Chinese but are proficient in the language. All the translators are freelancers and are in rotation. What I want to achieve is not only to be a publisher, but also through enforcing our style guidelines, through the translation process and the editorial feedback we give them, our impact can be expanded through the whole academic circle of Chinese archaeology overseas.

　　How is the journal received in the US? What is the significance of the publication of Chinese Cultural Relics?

　　Kent D. Lee: The US market is still the biggest subscription market, but there are so many new academic journals, so the competition is fierce.

　　But on the bright side, the journal has got a lot of attention from mass media in the US, Europe and Brazil. They tend to focus on specific articles, specific illustrations or pictures, for instance, not so long ago one article on Chinese gold artifacts was very popular.

　　Regarding the significance of the publication of Chinese Cultural Relics, I think is good for the field; it is going to expand specialty knowledge in a very valuable and rich area.

　　Who are the main partners of East View in China? Are there any plans to facilitate more cooperation?

　　Kent D. Lee: We have several long-standing partners here in China, like the China National Publications Import and Export Corporation. Cooperation with our Chinese partners will continue to grow, because we need to get more Chinese publications digitalized. We are currently working with the National Library of China to bring extremely high-quality digitalized Chinese publications to overseas customers.

　　From your observations, what aspects of Chinese culture get the most attention overseas?

　　Garry Guan: Besides the classic ancient Chinese cultural element like Kunfu, I have noticed a recent rise in Chinese antique collection. For people who are interested in Chinese antiques, they need some authoritative background for ancient Chinese artifacts, and it has had an impact on what we are doing.