"China has 5,000 years of its own culture, yet nowadays all people want is Western culture. I don't think China in its heart wants to be Westernized, it just wants to be a modern China."

Mark Kitto, planning manager of "That's"

"ARE we on? Right. Blimey. How long do you want?" These are the words of a busy man, in particular of Mark Kitto - a compelling entrepreneur.

Kitto's brash, confident nature is far from discourteous. It is to be expected of a man who has achieved his level of success, as the planning manager of the popular "That's" magazine, published by the Yangzhou government news office, and based in three major Chinese cities: Shanghai, Guangzhou and most recently Beijing.

This English language publication has become an entertainment bible to thousands, and essential reading for anyone seeking excitement in their leisure time.

The 35-year-old Kitto was not intending a career in the publishing business when he settled in Shanghai four years ago. However, he quickly realized the need for a publication like "That's Shanghai". His enormous success has proven him right. Today the magazine, run by a team of 30 staffers, boasts a circulation of 35,000 with a readership composed of 60 per cent Chinese and 40 per cent foreigners.

Positive feedback

"That's Shanghai" enjoys a high level of public recognition, receiving positive feedback from readers as far away as Germany. In addition, Kitto's operation has gained praise from some of the highest departments in the Chinese Government. Officials see the publication as an asset in Shanghai's bid for World Expo 2010. Kitto said he was personally informed by a senior official that his publication was important in promoting Shanghai to the outside world, as well as developing the city's local media.

Kitto believes the magazine is popular because it answers the needs of local readers. Outshining competitors by supplying "information with attitude", he pushes his staff to uncover new and exclusive information each month.

Kitto points to the boring content of many Chinese magazines, which pour out every month with no real concern for the readership. "People are so bored with that. What they need to do is identify a market, a need, and answer it," Kitto explained.

Using his own intuition and taking inspiration from the world class city magazine, "Time Out" - an international publication focusing on the world's top 34 cities - Kitto is proud of "That's" success.

Natural ability

Kitto's life has taken numerous twists and turns. As a student, Kitto demonstrated a natural flair for languages, studying French, German, Russian and Latin. He developed a passion for Asia at an early age, which lead him to pursue studies in Chinese at the School of Oriental and African Studies, a part of London University.

After graduation, Kitto served four years in the British army, learning valuable organizational skills. He also spent time working as a metal trader, which taught him the basics of doing business, especially with China.

"All I had left to do was to learn how to spell, and I could get into this business," Kitto said confidently.

Kitto had no real experience in the field of publishing before becoming involved with "That's" magazine.

"It's embarrassing reading now what I wrote when we first started," he said.

Through intensive on the job training and a natural ability for the business, Kitto has been a success in Shanghai's publishing sector.

"If I had set out to do what I do now, I would never have made it here, because I wouldn't have all the experience which ended up with me being here, doing this," he explained.

Tight schedule

While Kitto misses the old friends, blue skies, green grass, and English pubs he left behind, he loves living in China.

"I had a fantasy that became a dream, and is now the reality of living abroad," he pointed out.

However, Kitto remains firmly connected to his roots in Britain and plans to send his future offspring to study there. "I'm very happy here in Shanghai, it's just a case that I haven't left England for good," he explained. But as much as he loves his native country, a tight schedule leaves Kitto with little time to visit home.

"That's the trouble with being involved in a city magazine, you can't leave the city."

Being fluent in Chinese has helped Kitto settle into life in Shanghai, and he has recently married into the culture. Living in an international city he resents the term expat, referring to it as a "four letter word".

"If I met a German banker in London, I wouldn't call him an expat, I would call him a German banker who works in London. Likewise people should stop this expat idea, if a city is going to be international, it's international."

Minus Kitto's extensive experience many foreigners living in Shanghai find it difficult to embrace the Chinese culture, but Kitto stresses, "Life in China, like in any foreign country, can be frustrating, but there are always plus points which outweigh the negative."

Having studied in China during the 1980s, Kitto noticed many improvements on his return to Shanghai. He believes China is doing a pretty good job at modernization, but feels China should draw on its own traditions, and not mimic the West. Kitto sees the situation as somewhat ironic.

"China has 5,000 years of its own culture, yet nowadays all people want is Western culture. I don't think China in its heart wants to be Westernized, it just wants to be a modern China."

Dynamic ambition

Being at the centre of a publication that shapes the free time of thousands, Kitto is never short of ideas of how to spend his limited leisure hours. His big loves are fencing and windsurfing, and he can often be seen whizzing around the city on rollerblades.

Kitto also enjoys spending quiet time with his wife, playing the piano and decorating their new flat. While plans for a family are not far off, according to Kitto.

The popularity of "That's" magazine has transformed Kitto into quite a local celebrity. He finds this idea rather amusing and laughs out loud when it is mentioned, explaining that such recognition works both ways.

Although happy with his achievements to date, Kitto continues to look to the future. "My dream is to work with a Chinese publisher and take 'That's' as a brand abroad. Put a China based perspective to international cities, and create a name that is known for producing great city magazines," he explained.

While he holds many aspirations for the future, it is clear Kitto is happy with his life to date.

"I'm one of those lucky people that fell into doing exactly what I should be doing and what makes me happiest."

What lies ahead for any of us is never certain, yet it seems definite that for a man like Kitto, life will always hold some special adventures.