A new Interfax survey reveals that foreign print media brands have “an
inherent advantage amongst young adult Chinese consumers and are
preferred over local media brands.”
The company’s China Print Media Industry Review 2007 found that 83 per
cent of young adult Chinese consumer respondents exhibit “a strong
preference for foreign brands amongst magazines, newspapers, books, and
bookstores … [stating] that they believed foreign invested magazines
are better than Chinese published magazines.”
According to Interfax the findings have “very strong strategic
implications for foreign companies competing within China’s print media
sector which, thanks to the WTO, is now largely open to foreign
investment,” adding that “Although it is not necessarily very easy to
navigate the required permits and licenses, with the notable exceptions
of editorial and national level distribution, almost all other areas of
print media are now largely accessible.”
Interfax research reveals that, as of 2007, China led the World
Association of Newspapers global top 100 ranking with 25 Chinese
newspapers topping the list by circulation volume. The market for
Chinese magazine readers alone is “already 1.5 times as large as the
entire population of the United States.”
It adds that China has so far approved more than 30 international
publications trading companies, and launched 51 copyright contracts
with a number of countries, such as France, the United Kingdom and the
United States. As of January 23 of 2007, a total of 52 foreign-invested
publication distribution projects have secured official approval to
operate in China.
However, Interfax adds, “Although China's government has generally
opened up the print media sector, all policy signs indicate that it
will seek to maintain a very strong hold over the domestic news and
information environment.”
Last update : Tuesday, 11 September 2007
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