101 Things About China – #8 – Print Media for the Masses

As the world’s third largest advertising market, traditional media continue to play the all-important role in a burgeoning Chinese media landscape, and despite considerable growth in online news sources and communities, traditional media remain the most trusted sources of information. As a result, any marketing and communications strategies should look to include this vital set of media (this particular post will focus on print media, but look out for my next post on the TV kingpins).

The World’s Largest Newspaper Market

China has over 4,500 publishers and is the world’s largest newspaper market, and while many countries have experienced a decline in the number of newspapers and magazines being printed, China has continued to expand. With over 10,000 magazine titles and 2,000 newspapers currently in print, China is king of the printed word. However, it’s now difficult to see new newspapers come to press, unless they are simply replacing an existing newspaper, as the market is becoming more saturated, and greater challenges are starting to be witnessed from online news sources.

Of the 12,000 publications in print, 5,000 are considered “party publications;” that is official publications of the government across various levels and regions, including the Central, Provincial, Sub-Provincial and Provincial Capital levels. The distribution of such “party publications” is typically done by either street retailers or compulsory readings for all party and government officials. On the other hand, the other 7,000 publications are commercial, or “market-oriented,” and while some are still state-run, they include many more industry-specific and professional publications.

Commercial Newspapers Growing in Influence

While the state-run newspapers tend to be older and more traditional, the newer commercial newspapers showcase a greater freedom, despite being controlled by the same levels of censorship and despite still being owned by consortiums led by the state-run companies. Almost all revenues are generated by circulation and advertisements, irrelevant of the publications’ ownership, and there are currently 23 newspapers in print that have a circulation of over one million readers per day.

Of course, when looking to generate exposure, it’s important that both types of newspapers are targeted. While the commercial newspapers are enjoying growing readership and reputations for more investigative and sensational journalism, the state-run newspapers still wield influence, especially on more sensitive and political subjects. However, this influence is certainly waning in business circles, as trade publications and online sources now enjoy an increasing authority.

Magazines and Newspapers Become Online Players

It should go without saying that China’s long list of newspapers and magazines are not alien to the internet either. With over 520 million internet users, how can they afford to be? As such, many now have online versions that are directly competing against the more well-known online news portals for readers. Some offer subscription content and a much wider range of content than their printed sisters, as they are not limited by the length of the traditional publication. Newspapers and magazines are also becoming more actively involved in social media and mobile entertainment platforms as they look for new ways to expand their readership.

A key point to make about how the online media in China works, however, is that government regulations restrict certain websites from producing their own news. Many online-only sites have, therefore, largely become aggregators of content from other media, especially newspapers and magazines. Usually, the online news sites have to acquire news from known print media sources and that’s one reason why the online versions of these print media have advantages created by their strong content sharing networks, helping to expand the readership of an article. For example, if your news is picked up by a certain media point, and if this media point has a strong network, it will be displayed on many other websites and search engines. This is an essential component of the online news environment in China, and it’s why PR professionals prefer to build relationships with those kinds of media or use services that already have those established relationships.

You’ll also find that social media is not only a great place to share your story and engage with consumers, it’s a great place to build relationships with key journalists who cover your beat. Platforms like SINA Weibo are perfect for connecting with journalists remotely, and given the importance of “guanxi” (relationships) here in China, this is also something you should pay attention to. And, the fact that traditional media are major players on these platforms, also really emphasises how vital they are. The way in which Weibo is relied upon is quite extraordinary, as the traditional media are using it as a news source and as a tool for breaking news.

Overall…

Don’t underestimate the importance of print media and the benefits of sharing your story with them. Yes, the online space in China is vast, and there are a number of key online players, but a good PR/communications strategy must include both the traditional and new media. If that’s not something you can manage on your own, I strongly suggest using a service that can help you. Online only is not the way to go, and nor is print only. You must integrate your messaging across channels and platforms. If you look at it another way, there may be over 520 million internet users in China, but there are 900 million that are not.