中国媒体概览 China Media Overview · • The homogenization of contents and operation...

中国媒体概览 China Media Overview

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© 2016 Beyond Summits

Summary：

• Both the media reach rate and advertisement expenditures of newspaper users have

decreased yearly. The newspaper readers are even shortening their reading time, which leads

to a huge cut of heavy/medium newspaper reader proportion.

• Digital era’s coming is reflected by the changes of readers (aging issue of readers). Also the

industrial pressure (industrial competitiveness, impact of new media) challenges the

newspaper media significantly, which results in the huge cut of newspaper ads.

• Like newspaper media, the media contact rate and ads expenditures of magazines have also

decreased year by year. Journals are faced with several issues such as sever homogenization,

huge amount of new journal’s entry and impact from Internet new media, all of which are

leading to a sharp fall of magazines’ ads volume.


3

Newspaper’ features

The advantages of newspaper as a leading role in the media market:

• The authenticity of news and the credibility of publisher

makes newspaper enjoy very high authoritative and

trustworthy.

• Easy to carry, low price and the layout language’s re-editing

on news, all of above make newspaper unique comparing

to other media.

• Some readers have formed a habit of acquiring news

through reading newspaper, which is hard to change or

switch.

• Newspaper has large circulation, covering huge geographic

area in all domestic markets.

Newspaper also has its own disadvantages

• Monotony in format, lack of flexibility and novelty.

• Has few authority to certify an authentic circulation.


4

Source: China's National Bureau of Statistics

9,468 9,468 9,468 9,549 9,851 9,884 9,849 9,867 9,877

1,931 1,938 1,938 1,943 1,937 1,939 1,928 1,918 1,915

0

2,000

4,000

6,000

8,000

10,000

12,000

2005 2006 2007 2008 2009 2010 2011 2012 2013

Total number of periodicals & newspaper publishedfrom 2005-2013

Number ofperiodicalspublished

Number ofnewspaperpublished

Since 2009, the number of China’s print media has merely changed.


5

65 64 59

50 48

0

10

20

30

40

50

60

70

80

90

100

2010 2011 2012 2013 2014

Reach rate of newspaper

Reach rate (%)

Source: CMMS+CTR,Nationwide,P35-50

Newspaper’s reach rate on readers, as well as the ad expenditures on newspaper are gradually

decreasing.

101.5

110.8 103.4

97.9

84.2

0

20

40

60

80

100

120

2010 2011 2012 2013 2014

Ad expenditures trend of newspaper

Ad price: billion RMB


6

48.2%

35.2%

1.9%

50.6%

31.1%

1.3%

51.9%

26.3%

1.3%

50.7%

19.7%

0.8%

48.9%

18.3%

0.5%

0% 10% 20% 30% 40% 50% 60%

Mild readers(0.5 hour or under per day)

Moderate readers(1-1.5 hours per day)

Severe readers(2 hours or more per day)

Newspaper readers’ reading habit

2014 2013 2012 2011 2010

Time spent on newspaper is decreasing as well, share of readers that enjoy moderate/severe

reading habit is falling sharply.

Source: CMMS+CTR, Nationwide, P35-50


7

Future pressure on newspaper media – from audience

Today, the society has officially entered in a digital age, when, where and how readers, especially

new-generation ones, acquire news have changed greatly.

• No more depending on reading newspaper in the morning to acquire news and

information.

• No more parents-like tone when newspaper is telling about what’s important.

• Informed with news that they want only, which should update constantly.

• Not only want to know what is happening, but also want to know why it’s

happening.

• Expect to have news that is relevant to their own life.

• Expect those news to be the conversation starters,

which can be used to chat and socialize with new

friends in a much bigger community.


8

Future pressure on newspaper media – from market

The digital era has arrived, which means the readers are changing, the industry itself is also

changing that will bring challenges upon newspapers.

• The homogenization of contents and operation patterns will lead to newspapers being highly

replaceable, with low profit.

• New media will stream and acquire a lot of ads and audience from the existed market.


9

Source: CTR MI

98

84

-5.3%

-14.0%

-16.0%

-14.0%

-12.0%

-10.0%

-8.0%

-6.0%

-4.0%

-2.0%

0.0%

75

80

85

90

95

100

2013 2014

Newspaper ad scale and growth in 2014

Newspaper ad scale (billion RMB) Growth YoY

Ads expenditures on newspaper is facing with sharp shrinking situation.


Media advertising expenditures and

resources in 2014

Media

Advertising

expenditures

Resources

YoY YoY

TV -0.5% -11%

Print -18% -21%

Radio -10% -19%

Traditional OOH 9% -3%

Videos in buildings26% -

Videos in cinemas62% -

Videos in

transportations

-2% -

Internet 36% -


10

Magazines’ features

Magazine keeps certain growth and owns market based of followings.

• Fine print with rich colors, arise audience’s desire to read.

• The content is segmented, which allows readers to actively

select and choose targeted magazines based on their

interests.

• Magazine can be read repeatedly and kept for a long time,

which make it worth of collectible.

• Magazine will be frequently circulated by a lot of audience.

But magazine has its own inherent weaknesses

• Expensive to purchase, most magazines priced from 10 to

20 RMB, some even higher.

• Most magazines’ circulation is faked and not certificated

and audited by any authorities, except several ones.

• The preparation time to launch ads on magazines is so

long that will take 1-2 months before print.


11

30 27 24

22 21

0

10

20

30

40

50

60

70

80

90

100

2010 2011 2012 2013 2014

Reach rate of periodicals

Reach rate (%)


Magazine’s reach rate on readers, and the ad expenditures on magazines are gradually

decreasing.

16.30

18.90

20.30

19.20

17.20

0

5

10

15

20

25

2010 2011 2012 2013 2014

Ad expenditures trend of periodicals

Ad price: billion RMB


12

2

13

16

0

10

20

30

40

50

60

70

80

90

100

5 hours ormore per week

2-4 hoursper week

1 hour or underper week

Weekly time spent on periodicals media

Reach rate (%)

Readers will spend one hour per week on magazines, most will finish reading 1-2 issues per

month.

1 2

6

19

0

10

20

30

40

50

60

70

80

90

100

10 issues or more 5-9 issues 3-4 issues 1-2 issues

Monthly periodicals to finish reading

Reach rate (%)

Source: CMMS,2014,Nationwide,P35-50


13

Future pressures on magazine media

The homogeneity phenomenon of the periodicals is getting more and more serious

• A lot of magazines share same category with redundant contents, hard for consumers to tell.

Market competition is highly fierce.

• New magazines keep entering the market, existed ones can’t respond to market demands, a lot is

facing elimination.

Impacts from new media

• The impact from online media and new media has changed consumers’ original reading patterns, new form of

media is getting popular.


14

Source: CTR MI

19.2

17.2

-5.4%

-10.4%

-12.0%

-10.0%

-8.0%

-6.0%

-4.0%

-2.0%

0.0%

16

17

17

18

18

19

19

20

2013 2014

Periodical ad scale and growth in 2014

Periodical ad scale (billion RMB) Growth YoY

Like newspaper, magazines and periodicals are facing a situation that ad scale is sharply

decreasing.

Source: CMMS+CTR, Nationwide, P35-50

Media advertising expenditures and

resources in 2014

Media

Advertising

expenditures

Resources

YoY YoY

TV -0.5% -11%

Print -18% -21%

Radio -10% -19%

Traditional OOH 9% -3%

Videos in buildings26% -

Videos in cinemas62% -

Videos in

transportations

-2% -

Internet 36% -


15

0.0 0.2 0.4 0.6 0.8 1.0

Modern Express

Strait News

Tonight News Paper

Liaoshen Evening News

Beijing Evening News

West China City News

Chutian Metropolis Daily

Morning Herald

Economic Times

Shanghai Morning Post

Life Daily

Modern Evening Times

Chengdu Economic Daily

Daily News

Chongqing Morning News

Beijing Times

The Beijing News

Beijing Youth Daily

Southern Metropolitan Daily (Guangdong)

Guangzhou Daily

TOP20 Newspaper (billion RMB)

Jan. to June 2013

Jan. to June 2012

0.0 0.2 0.4 0.6 0.8

FORTUNE CHINA

LIFEWEEK

CBN Weekly

GQ

FEMINA

GRAZIA

Modern Lady

Wings of China

CAIJING Magazine

EASTERN AIR CONNECTIONS

Esquire

GATEWAY

SELF

Rayli…

Marie Claire

VOGUE

Rayli (Apparel),

Bazaar

COSMOPOLITAN

ELLE

TOP20 Magazine (billion RMB)

Jan. to June 2013 Jan. to June 2012

Print media’s whole competitiveness is slipping, the ads launched on print is increasingly

concentrated.

Top20 newspaper’s ad scale takes 1/3 of total, top20 newspaper’s ad scale has even exceeded 50% of total. The

resources are tilting toward media with great influence, especially on fashion/high-end magazines.

Source：CTR-AdEx Power. Ads data excludes media’s self promotion or free resource.


16

38%

49%

56%58%

61%63% 62% 62% 62%

60%

0%

10%

20%

30%

40%

50%

60%

70%

15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64

Newspaper reader’s age distribution from 2010 to 2013

2010 2011 2012 2013

Print media consumers are getting aged.

Compare to newspaper, magazine’s readers tend to be slightly younger, newspaper’s audience is

facing aging problem.

Source：Sinomonitor CMMS 2010-2013 data(Spring)

15%16%

15%

13% 13%

10%

8%

5%

3% 2%

0%

5%

10%

15%

20%

25%

15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64

Magazine reader’s age distribution from 2010 to 2013

2010 2011 2012 2013


17

2014 China Top30 Magazines

High Price Fashion: Rayli (Apparel & Cosmetics), Bazaar,

Rayli(Career Women), COSMOPOLITAN,

Rayli (Fashion), VOGUE, ViVi

Female Fashion: SELF, Girlfriends, Homeland

Male: FHM, LEON

House & Furniture: RayliHome, Trendshome

Mothers and Babies: Parenting Science, MumBaby, Family & Childcare

Digests: Special Focus

Finance: China Finance, China Tobacco, China Brands

Aerospace Machinery: Wings of China, GATEWAY, NewAir, Expression

Autos: Orient Auto, Auto Life, Auto Fan

General: Food Weekly

Photography: Portrait Photography

Collections: Art Market

Source: www.askci.com


18

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中国媒体概览 China Media Overview · • The homogenization of contents and operation...

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