The Woman magazine has built up a solid following in Taiwan since it was founded 12 years ago, based on its content, art design and printing. Women today are no longer interested only in such activities as make-up, cooking and flower arrangement. They require insight and knowledge on how to cope with a whole range of social pressures and developments.

In line with this change, The Woman deals with topics such as the problems, status and achievements of women. Its popularity has grown until today it attracts more advertising than any other magazine in Taiwan.

At the center of this success story is J. F. Chang, the publisher of Woman. After graduating from the Journalism Department of the Futan University, Chang worked at the Central News Agency for 19 years before starting his career on the magazine that was to make him famous.

"I received my inspiration from Reader's Digest," said Chang. In 1964, when the Chinese language version of the Digest was first published, Chang was appointed as its representative in Taiwan. He recalled: "After only a brief period, Reader's Digest became the best selling magazine in Taiwan. I felt ashamed, however, that this success had been achieved by foreigners."

Chang proceeded boldly with his next move--to publish two magazines of his own, Woman and the Scooper Monthly. He explained: "A modern society needs all kinds of literature. Thus, after the publication of Woman and the Scooper Monthly for intellectuals, I brought out Junior Readers for children and the Modern Management Monthly for businessmen."

The visitor to the editorial room of Woman sees first two tiers of desks stacked with books. Most of the chairs are empty, since the writers are all out on assignments. Editor-in-chief Tsui Chia-jung explains: "Chang encourages us to be in close contact with the world around us, so we can understand developments and will not make biased judgments."

In fact, in-depth reports and analysis of a subject matter from different points of view is a special feature of the magazine. Lively news stories are also included to maintain reader interest. Many college graduates use Woman as a reference in conducting research into social problems.

J. F. Chang chose his editorial staff with two qualities in mind: talent and fluency in a foreign language. "Editors and writers must have basic talent, otherwise the time and effort I spent on training them will be wasted. They must also be able to read foreign magazines to absorb new trends and ideas," he said.

All articles in the magazines are written in plain language. Since he is demanding as to content, he usually rearranges and amends the original copy to meet his standards. He is never afraid of offending writers, but respects other magazines' editorial policy.

Editors and reporters receive the best training at J. F. Chang's offices. A leading female writer says: "Good taste, unity of purpose, reasonable pay and respect for the individual are what make 'Teacher Chang's' office so attractive."

Chang initiated the system of "division of work" to local magazine circles. Professional workers are assigned to the specific tasks of art design, editorial, photography, and advertising. Previously, staff was interchangeable in all these departments.

Articles in Scooper Monthly cover history, politics, economics, culture and education. Inaugurated in November 1968, one month after Woman, Scooper reports on all kinds of social problems.

The more sensitive these problems are, the deeper the Scooper probes. Among subjects covered are publications by non-partisan elements, underground literature on the China mainland, and problems faced by vendors and farmers.

Chang said: "The Republic of China allows people to have full freedom to air their views as long as their standpoints are rational, sincere, solemn and just." All the magazines published by J. F. Chang, except for Junior Readers, have a "Letters" column which provides a forum for the public.

"Luncheon meeting for readers" is a special activity promoted by the two magazines--Woman and Modern Management Monthly, on the first Saturday of each month. It provides an opportunity for readers to talk face to face with famous writers or celebrities and to exchange views.

Over the past 12 years, many magazines have come and gone, but J. F. Chang's have persisted. Today, he is trying to fulfil one ambition, to publish a magazine for journalists. Perhaps in the future also J. F. Chang's perseverance and ability will enable Republic of China's first high-quality news magazine.

[Picture Caption]

Left: J. F. Chang, publisher of Woman, has established the reputation of his magazine through firm conviction and dedication. Below: Woman magazine is characterized by high quality content, art design and printing.

The editorial staff of Woman magazine at work.

From left: Chen Hsiao-chun, Chen Chi, Wen Man- yin, and Liang Li-hsiang, editors of the Woman magazine.

J. F. Chang, publisher of Woman, has established the reputation of his magazine through firm conviction and dedication.

The editorial staff of Woman magazine at work.

Chen Hsiao-chun.

Chen Chi.

Wen Man- yin.

Liang Li-hsiang.