Anglo-Dutch publishing giant Reed Elsevier Group is teaming up with rival International Data Group (IDG) to crack the mainland publishing market after failing to make substantive inroads on it own. 'By partnering with IDG, we can make our move faster than on our own,' said James Casella, chief executive of Reed Business Information, a subsidiary of the Anglo-Dutch firm. 'They have much better understanding on what is going on in China.' A 50:50 joint venture between the two firms will import 16 Reed titles into China, covering topics ranging from construction to consumer electronics, over the coming year. 'China will be the world's second-largest economy, overtaking Japan in the next four to five years,' said Mr Casella. 'Our strength is as a global business information provider, meaning we need to establish a strong presence in China.' Mr Casella said China was producing seven times more engineers annually than the US, creating tremendous market potential for Reed's publications. Reed has committed itself to a long-term investment in the country, earmarking millions of dollars with plans to hire thousands of local employees. Mr Casella said he expected the venture to break even in two to three years. Luke Rattigan, vice-president of strategy & development at Reed Business Information, said the decision to strengthen expansion into China was in answer to calls from its advertisers. 'A lot of our clients want to reach the China market and have been asking us to build a presence there,' he said.