Increasing affluence, convenient transportation and a desire to maintain good health have led to a new interest in the outdoor activities in the Republic of China. Alongside this development has been a rash of new magazines providing guidance on visiting scenic and historic spots. Perhaps the most impressive is Outdoor Life, which presents its material in an attractive and informative way, using impressive photographs, simple everyday language and easy-to-follow maps.
Last year, Outdoor Life, together with 42 other magazines and pictorials, was presented with the Kingting (golden tripod) award for its excellent contents and design. As Madame Wei-wei, a famous local columnist, said, Outdoor Life exquisitely presents the island's most beautiful areas, time-honored culture and interesting folklore to its readers. It helped to increase the confidence of the people, and their love for their own homeland.
Outdoor Life, founded by a group of young people, is published at the Peimen (North Gate) Building near the Taipei Railway Station. Publisher Chen Yuan-chien, 30, said: "Some may think that the current achievements of Outdoor Life must be attributed to my courage and good fortune. They have no idea how much time and effort it has cost me."
Born in a conservative farming village in the Lungching district of Taichung County in central Taiwan, Chen became keen on camping during his sophomore year at the National Chengchi University in Taipei. During one of the camps, a typhoon struck. After learning a lesson from this experience, he began to collect materials on camping, and edit them into handouts to circulate on campus. As a result of his efforts, the camping society picked up one of the largest student followings in the university.
As he was about to graduate, Chen for a time could not decide whether to continue his research in graduate school or not. After discussing the problem with his friends and relatives, he decided to embark on the career of a naturalist, capturing on film scenery, animals and plants and introducing them to the public in everyday language.
Immediately after his discharge from military service, Chen decided to put his ideals into practice in spite of all the difficulties he faced. After conducting field investigations for an 18-month period, he found that magazines lacked the up-to-date appeal of daily newspapers.
To compete with newspapers, Chen realized he must compile the magazine systematically, and control its quality and contents to attract the readers' interest. He based his theory also on the fact that the National Geographic published in the United States had managed to maintain a strong circulation world-wide, because of its consistent style and superb editorial contents.
Chen proceeded to conduct research into the fortunes of magazines published in Taiwan during the past 30 years. He discovered that Readers' Digest, Woman, Crown, and Music & Audiophile were the most successful. Chen said: "I learned that Readers' Digest is highly readable because it was written in plain everyday style. The advertisements in Woman lead to brisk sales because they are aimed mainly at women who control family purse strings. Crown makes a profit by publishing books. Music & Audiophile win high acclaim from the public because it is a specialized and professional magazine."
With the basic plan for the new magazine in his mind, Chen began to find suitable staff for Outdoor Life, and approached his father for funds. He said that as his father had been helped by Harvest Farm Magazine in his agricultural career, he was willing to invest a sum equivalent to US$14,000 in his son's enterprise. This, however, was used up as soon as the first issue was published.
Before Outdoor Life started to publish a series of books on ancient shrines on the island in September 1977, Chen had constantly been struggling with financial difficulties. In the first 15 months after it started, the magazine ran up a deficit of US$107,000. From then on, however, it started to make a profit.
With an average age of 25, the magazine's staff members are quick to learn, and put in a lot of hard work. Juan Jung-chu, the magazine's photographer is perhaps one of the very few "old men' who have stuck with Chen. With his heavy eyebrows, large eyes and dark skin, Juan considers himself to look like an aborigine because he always takes pictures in the mountains. During his stay with the magazine, his interests have changed from "still life" hills and lifeless objects to human beings. He said: "I saw the magazine grow, I spent time and sweat on it, and was rewarded a hundredfold with pleasure. Though only a part-time photographer for the magazine, I always put its assignments at the top of my list of priorities."
Chang Yao-wen, who graduated from the department of Chinese literature of the National Chengchi University, is in charge of the editorial work including editing manuscripts, assigning tasks according to each worker's specialty, and controlling the schedule. Lee Taming, a graduate of the art department of the College of Chinese Culture, is in charge of art design. He said that as the magazine covers the fields of astronomy, geography, biology, culture and others, it takes resourcefulness and common sense to obtain an overall understanding of each subject.
Chen knows very well that though it is not easy to start an enterprise, it is even more difficult to maintain its success. To cope with growing competition from other magazines in the field, Chen always reads foreign journals and absorbs opinions from his readers and friends. After each issue is published, he carefully reviews each article and photograph, and outlines for his staff merits and demerits for future reference.
The magazine has several popular columns. "Trails in the Mountains and Forest" introduces high mountains in Taiwan in travelogue form, giving practical data, a tourist guide, photographs and maps. "Lost Horizon" reports on primitive and beautiful places that have so far not been polluted by "chimney civilization." Through its pages, readers get to know many unspoiled spots. "A Look at Folklore" captures the customs and folklore of some small villages and old towns. "Close to Nature" adopts a lighthanded approach to introduce animals and plants in their natural habitat. "Travel Around the World" invites foreign residents in Taiwan to recount their personal experiences while traveling to every corner of the world. "Popular Modern Activities" introduces such outdoor activities as diving, surfboarding, water and snow skiing, boating, horse-riding and parachuting. "Journey into History" is a systematic introduction to changes in geography, transportation, industry, living patterns, customs, handicrafts, religion, tribal organization, and cities on the island over the past 300 years.
Outdoor Life also highlights human interest stories. For instance, a young man from Taipei, Juan Feng-wu, volunteered to be lighthouse keeper on a small island at the northern tip of the Pescadores. Chen said: "Among many things that Outdoor Life is proud of is its firsthand reports. We get over clues from maps and files, and then conduct intensive coverage."
Chen said that the ultimate goal of Outdoor Life is to help people obtain a higher level of enjoyment from their trips to cultural and scenic spots. "If a traveller is provided with information on customs, people, geographic location, scenery, ancient relics, resources, the living environment, recreational facilities, transportation, and room and board in a place he intends to visit, he will achieve greater enjoyment and understanding," Chen said.
He hopes that Outdoor Life will some day be regarded as the "National Geographic" of the Republic of China, and that its coverage will reach all of Asia and even the world. He also plans to establish a computer system to allow travelers to obtain information based on past articles in Outdoor Life.
[Picture Caption]
Left: The magazines and books published by the Outdoor Life. Right: Publisher Chen Yuan-chien is a versatile new recruit to magazine circles.
1. Juan Jung-chu, the magazine's photographer is one of the very few "old men" who have stuck with Chen. Staff members are seen here discussing routes to climb Yushan, or Jade Mountain. 2. With an average age of 25, the magazine's staff members are quick to learn, and put in a lot of hard work. 3. Lee Ta-ming is in charge of art design. He said that it takes much study and common sense to obtain an overall understanding of each subject. 4. Chang Yao-wen is in charge of the editorial work including editing manuscripts, assigning tasks according to each worker's specialty, and controlling the schedule.
Pictures in the Outdoor Life including (1) snowcapped Yushan, (2) Pai-yun Cottage, the base for climbing Yushan. (Both by Tsai Wu-sung) 3. Fishermen transporting their harvest of oysters back home on an oxcart in the dusk. (By Tsai Ming-far)
Left: The long-established Tao-tung School in Changhua County. Below: Traditional house in Changhua County. (By Lin Chou-ming)
Right: Matsu or Goddess of the Sea worshipped at the Tienhou Temple in Lukang. After constant exposure to incense burners, the goddess' face has turned black (By Lin Chan-shan). Below: Sending lanterns down the river is an ancient custom associated with the Ghost Festival.
Publisher Chen Yuan-chien is a versatile new recruit to magazine circles.
Juan Jung-chu, the magazine's photographer is one of the very few "old men" who have stuck with Chen. Staff members are seen here discussing routes to climb Yushan, or Jade Mountain.
With an average age of 25, the magazine's staff members are quick to learn, and put in a lot of hard work.
Lee Ta-ming is in charge of art design. He said that it takes much study and common sense to obtain an overall understanding of each subject.
Chang Yao-wen is in charge of the editorial work including editing manuscripts, assigning tasks according to each worker's specialty, and controlling the schedule.
Pai-yun Cottage, the base for climbing Yushan. （Both by Tsai Wu-sung）
Fishermen transporting their harvest of oysters back home on an oxcart in the dusk. （By Tsai Ming-far）
The long-established Tao-tung School in Changhua County.
Traditional house in Changhua County.
Sending lanterns down the river is an ancient custom associated with the Ghost Festival.
Matsu or Goddess of the Sea worshipped at the Tienhou Temple in Lukang. After constant exposure to incense burners, the goddess' face has turned black （By Lin Chan-shan）
