“ The industry calls them “mooks,” or magazine-books (杂志书), and traces their origin to Japan. They have the colorful layouts and periodic publication of a magazine but are printed and bound like books, making them both long-lasting and attractive to young consumers. […] But their importance is not limited to sales numbers; these magazines are often just one part of a multi-pronged media strategy. They may be used as platforms to serialize novels that will later be released as stand-alone volumes, or to run teasers for books that have already been published. A number of authors are involved in film and music projects that are connected to the magazines.