Louise Bystrom hails from Sweden, and now has her eyes set on steering a monthly tourist magazine toward gaining a steady readership of locals, expatriates and international visitors.
Taiwan This Month is a free monthly guide distributed in shops, hotels and airports, Bystrom said in an e-mail interview.
“This is a fantastic island with a fabulous natural heritage, and the most wonderful people we have ever met,” she wrote in a publisher’s letter in the inaugural issue of the English-Chinese magazine this month.
“This, together with our [team’s] willingness to share our amazing experiences here, led us to start this magazine,” she said.
Bystrom first visited Taiwan in 1985 with her husband, a Swedish diplomat, when he was stationed in the Philippines and had some work to do in Taipei, she said.
“I remember I went to Wulai (烏來) in Taipei County, and you know, it looks pretty much the same today as it did then, beautiful and impressive,” she said.
“Now we’ve been in Taiwan since 2001, almost seven-and-a-half years. My feeling is that the Taiwanese people are extremely friendly and helpful,” she said.
“In addition, I think the level of English-language skills has improved a lot over the past 20 years. If a tourist or an expat runs into communication problems with local people, there is always a solution available. In stores, hospitals and other public places, there is always someone who can speak English and is more than willing to help you,” she said.
Bystrom, who studied law as an undergraduate at Stockholm University, said she has been enjoying her time in Taiwan immensely, adding that the magazine venture is part of how she takes part in life here.
She said she hoped the new magazine would help boost Taiwan’s image overseas and among tourists around the world.
Bystrom launched her new magazine with two other: Elizabeth Lim, a Malaysian who has been in Taiwan for about 10 years, and Chang Chih-tsung, a Taiwanese who has run Cross MultiMedia, an information technology firm, for more than 11 years.
“Mr Chang has been very successful with his business here, and he saw a chance to help promote Taiwan through our magazine venture,” Bystrom said.
“In addition, he has been able to set up a good Web page for us and that’s an important strength these days. The three of us met through the Rotary Club here in Taipei,” she said.
The main mission of the monthly magazine is “to promote Taiwan,” , Bystrom said, adding that she hoped to break even “in about a year.”
The magazine was intended for all visitors to Taiwan, from all countries, she said.
Taiwan This Month is printed in a unique format, almost like a pocket guide — slim and easy to hold.
“We wanted a size and a format that would be easy to read and could easily be put in a person’s jacket pocket or in a handbag,” Bystrom said.
For the initial press run, they printed 7,500 copies, and they hope to increase that figure to 10,000 for the June issue and to print 30,000 copies monthly by the end of the year, Bystrom said.
When asked if Swedes sometimes confuse Taiwan and Thailand, as often happens overseas, she said yes.
“When I talk to people in Sweden who I don’t know, yes, sometimes they mix up Taiwan with Thailand,” she said.
Hopefully, Taiwan This Month will help set the record straight.
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