Red publisher for foreigners (2)

Making money

Since 2011, Huang has made money from 10 books but he does not need to secure English-language rights for all of them. Some are published for free and some authors even pay Huang to translate and sell them overseas.

"My principle is getting resources first. Once I get the English copyright, I can publish them any time according to my plans, which means other print houses cannot publish them any more," he said, adding that profitability is also a factor.

Huang judges that foreigners must know more about the CPC before they can fully understand China. "Even some Western scholars show strong interest in CPC," he said, adding that many foreign scholars' understanding of the CPC is flawed as they mainly read Western books about the Party.

His books definitely get attention from universities and research centers focused on China. "Before a book is published, we put out a notice in local newspapers," he said, adding that he also organizes seminars to promote them.

Huang's books are sold mainly through typical channels. They are popular with universities such as Cambridge, Edinburgh and Leeds, but have also found shelf space at bookstores like Waterstones and are bought as well by Chinese government departments to be given as gifts to foreign politicians.

Huang uses Chairman Mao's idea of a united front to look for clients, appealing to overseas Chinese, students studying abroad as well as Chinese embassies and China-centric research centers.

On April 15, the first day of the London Book Fair, four books were introduced by New Classic Press, namely China Dream, The Nation, The Path Decides the Destiny and The Chinese National Great Rejuvenation.

China Dream seeks to explore the strategy of the country's resurgence. The Nation tells of the evacuation of Chinese nationals from Libya in 2011. The Path Decides the Destiny narrates stories of 20 entrepreneurs from China and the UK while the fourth provides depictions of the different periods of development in China's construction of socialism.

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