The mainland edition of US rock magazine Rolling Stone appeared on newsstands under the name Audio Visual World this week after a government ban. But editor-in-chief Hao Fang vowed to keep using content taken from global editions of the US magazine, which was first published on the mainland last month as Rolling Stone Audio Visual World. The March issue's print run of 120,000 copies was quickly sold out. Last month, an official of the Shanghai Press and Publication Bureau denied that the magazine had been banned but was quoted in international media as saying, 'What we stopped was the publishing co-operation between Rolling Stone and Audio Visual World' - the US magazine's local partner. Under its new name, the magazine's second issue features the Rolling Stones on its cover but does not carry the title 'Rolling Stone' in English or Putonghua. The Rolling Stones recently played a sold-out concert in Shanghai. The name change is aimed at pacifying mainland officials while allowing the publication to continue in some form. The latest issue also carries a notice saying Rolling Stone owner Wenner Media has authorised the use of some content. 'I can't decide [on] the name of the magazine. But as chief editor, my job is just to make the content good for reading,' Mr Hao said, breaking his silence over the controversy. He also sounded a note of defiance. 'The source of the content is no different [to Rolling Stone]. I can't see there is any problem. I will just keep on using it no matter what the name of the magazine is.' The latest edition includes stories about Green Day and Madonna, a photo shoot of veteran local band Tang Dynasty and an article about mainland online writers. But some readers responded with disappointment, saying Audio Visual World was not the real Rolling Stone. 'If you don't put Rolling Stone on the cover, then it's legal, so no problem. But if it becomes just Audio Visual World then there is no relation with Rolling Stone,' one reader wrote on his blog. Mr Hao declined to comment on the magazine's ownership structure, saying it was 'complicated'. Under the original structure, Wenner Media linked up with Hong Kong's One Media Group, the magazine arm of Ming Pao Enterprise, which in turn sought a local partner, China Record, to publish a new version of its title Audio Visual World as the mainland edition of Rolling Stone. Overseas publishers of magazines on the mainland use similar vehicles to conform to laws that strictly limit foreign participation in media ventures.