My old Tourist Visa expired, but I want to travel to China again soon. Renewal or Re-apply?

Hello,

I had a Tourist Visa that went from October 2013 to October 2014. I had a nice stay in November 2013. Now I'm back home, but I want to go back to China again soon. I tried to e-mail the Chinese Embassy in New York, but the e-mail address is invalid. Anyway, do I need to re-apply for a new Tourist Visa or is there some way of simply extending the validity of my present sticker?

Is the process any different in getting a second Tourist Visa?

Thank you,

David B.