The fashion magazine wars are being waged in the kiosks of Shanghai, especially since the entrance of Vogue and its enticing goody promotion.

Shanghai's 1,600 kiosk owners have been banned from overcharging customers, obliging them to buy outdated magazines or pay more for magazines with chic promotional gifts.

Many kiosk owners have been accused of requiring customers to buy products that were intended to be promotional gifts. People protested to the city government about irregularities in kiosk operations and unfair pricing.

The city administrator of kiosks issued Wednesday an order banning stall owners from overcharging customers or forcing them to buy overdue production. It also prohibited the separate sale of promotional items by fashion magazines, such as makeup, tote bags and other samples.

Officials from Shanghai Oriental Newspapers Kiosk Management Co said it has received many complaints and ordered all kiosk owners to regulate operation. Violators can receive a 50-yuan (US$6.2) fine and warnings. Penalties can mount.

Vogue, just now entering the Chinese mainland market, may be the first to stir up the domestic fashion magazine market by sending a golden bag and a purse with its latest two issues.

Feeling the pressure, many other magazines have followed with their own promotions and gifts and created a chaotic situation. The big bag given by ELLE is in high demand. Some Oriental kiosks charge 25 yuan or 30 yuan above the original 20 yuan, or ask customers to buy back issues of unpopular magazines.

"The stall owner beside the Metro station on Caobao Road charged me 30 yuan for the new ELLE issue," said Bao Lili, an office clerk. "I felt very angry and didn't buy it."

However, gifts are a driving force for white-collar workers. "No matter whether it is a makeup sample or bag, it adds value to the magazine, and I am likely to choose the ones with gifts," Bao said.

Wu Jiang, a kiosk owner on Weihai Road, said he has received the notice, while claiming wholesale venues even increased the price by 1 or 2 yuan on this month's ELLE, with bag; the huge demand also allows some sellers to rise price. "I only managed to purchase dozens of ELLE last Saturday and it was sold out in one day."

ELLE said the bag is especially made to commemorate its 17th anniversary this month. They have required the kiosk company to tighten inspection.

(Shanghai Daily September 22, 2005)