Media
NEWSPAPER
Sichuan Newspaper Group and Chengdu Newspaper Group, with 13 and eight newspapers and magazines respectively, have dominated the local newspaper market. Chengdu Business, which belongs to the Chengdu Newspaper Group, and West China Metropolis Daily, which belongs to the Sichuan Newspaper Group, has the largest market share in Chengdu. About 70% of the retail revenue from newspapers in Chengdu comes from Chengdu Business and West China Metropolis Daily.
Tabte 10.1 Tap Eight Newspapers by Advertising Market Share in 2006
|
Rank |
Name |
Market Share |
|
1 |
Chengdu Business |
44.5% |
|
2 |
West China Metropolis Daily |
31.4% |
|
3 |
Chengdu Evening News |
10.8% |
|
4 |
Computer Business Information |
4.7% |
|
5 |
Tianfu Morning News |
4.6% |
|
6 |
Chengdu Daily |
2.3% |
|
7 |
Sichuan Daily |
1.5% |
|
B |
Sichuan Radio & TV Guide |
0.15% |
As shown in Table 10.1, almost all the major players in Chengdu’s market belong to the Sichuan Newspaper Group and Chengdu Newspaper Group. Chengdu Daily and Sichuan Daily, which belongs to the Chengdu Newspaper Group and Sichuan Newspaper Group respectively, are managed by the government. Chengdu’s civic newspapers include Tianfu Morning News, a Sichuan Newspaper Group managed paper, Chengdu Evening News, managed by the Chengdu Newspaper Group, Chengdu Business and West China Metropolis Daily. Together they hold most of the advertising contracts in Chengdu’s Newspaper industry.
Table 10.2 Top 5 Newspapers by Sales Volume in 2006 (Unit: Thousand)
|
Ranking |
Name |
Average Sales Volume |
|
1 |
Chengdu Business |
290.8 |
|
2 |
West China Metropolis Daily |
224.1 |
|
3 |
Chengdu Evening News |
165.8 |
|
4 |
Tianfu Morning News |
104.5 |
|
5 |
Chengdu Daily |
102.4 |
Introduction of Major Newspapers in Chengdu
|
Chengdu Business
Created in 1994, Chengdu Business is a dominant civic newspaper, which focuses on economic reports. The average daily circulation of this newspaper reached 0.55 million. Chengdu Business has been the No.1 newspaper in Western China for many years, and also one of the leading newspapers in the whole of China. In recent years, Chengdu Business has maintained its top 5 position in China in terms of the rd advertising revenue, and climbed to the 3 position in 2006. The brand “Chengdu Business” was awarded the “Top 500 Most Valuable Brand in China”, and the value of the brand reached RMB 1.86 billion. |
|
West China Metropolis Daily
Founded in 1995, West China Metropolis Daily was created with a “people-centric” focus, covering political, economic, social, cultural and sports news which is of more popular interest to the general public. To date, West China Metreopolis Daily is published in Sichuan and Chongqing, with a circulation of more than 0.7 million, which is the biggest in the west China. West China Metropolis Daily was awarded the top 100 newspapers in China, are ranked by circulation. It was also the only newspaper from west China to be awarded the “Top 20 Newspapers in China”. The advertisement revenue of West China Metropolis Daily amounted to RMB 0.13 billion in 1998, and rose to more than RMB 0.2 billion in 1999 and 2000. In 2001, its realized revenue from advertisement stood at RMB 0.22 billion, and showed rapid increase in the following years. In 2004, its advertisement revenue was RMB 0.61 billion respectively.
Chengdu Evening News
Revamped in 2005, Chengdu Evening News is a newspaper with a long history. Today, its influence is fast expanding, with an average daily circulation of 0.26 million. According to CMMS’s (China Market and Media Study) statistics, the reach of Chengdu Evening News ranks
Rd 3 , and its readership stands at about 1.11 million a year. Its average issue readership is about 0.47 million, and the average issue readership rate is at the 3rd place in Chengdu’s newspapers.
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