We’ve Got a Brand New Name – Introducing Jingkids!
You may have noticed a slight change this week: our name has been shortened from beijingkids to simply Jingkids.
What
is this sorcery, you may ask? Is this a knockoff product produced by
pirates? Have we been taken over by some external force? Are we leaving
Beijing?
Nope, it’s still us, the same beijingkids you’ve come to know and (hopefully) love for a decade and a half.
The
name change is something we’ve anticipated for over a decade, and
believe it or not, marks the fourth (!) name we’ve used in the 14 years since we published our first product in the
spring of 2006.
Back then, we launched as a small quarterly
handbook called Kids in Beijing, which was part of our now-discontinued
Immersion Guides book series:
We produced four of these to great
fanfare. Reader demand moved us to a full-on monthly magazine the next
year, which we named tbjkids (using the “tbj” from the beijinger, from
which we sprung).
This lasted for 17 months until we
expanded the name to deepen the connection to Beijing, by rebranding as
beijingkids at the same time Beijing was hosting the 2008 Olympics:
We
soldiered on with that name until we decided to launch our Chinese
edition in 2012, which we named Jing – not the “jing” from the word
Beijing (京 jīng), but the homonym Jing (菁 jīng), which is a component of words
such as essence, luxuriant and elite.
Since that time, our
Chinese brand Jing has grown by leaps and bounds, expanded to Shanghai,
and become more and more of a central brand. Though the contents of each
magazine are entirely independent, much of what we do – such as our
Jingkids Internatonal School Expos (JISE) and our School Choice Guides (SCG) – are joint efforts,
and thus it only made sense for us to unify our efforts into one brand.
Our
commitment to you as Beijing’s essential international family resource
remains the same. You can still find us at our URL at
www.beijing-kids.com and on WeChat at bjkids, and you can reach us at
our same email addresses.
Thanks for your continued support!
Michael Wester
CEO and Co-Founder,
True Run Media
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Images: True Run Media, Pexels
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