Readers of this weblog might have noticed that I have been pointing at the fast declining influence of Chinese traditional media, partly due to the emergence of the internet, but also because Chinese have better things to do than read, watch those boring media.
A piece by the China Daily comes up with interesting details, supporting this case. (Fortunately, Danwei still finds the time to struggle through their stuff).
Newspaper ads sales fell by 5.1 per cent in 2004, and by 16.5 per cent in magazines compared with an average growth of 20 per cent in the previous 20 years. These figures are from The Blue Book of China's Media by Tsinghua professor Cui Baoguo. "Cui estimates that the ad sales of China's major newspapers in the first half of 2005 dropped by an average of more than 15 per cent year-on-year."