Beijing Daily Messenger relaunches as freesheet
Posted by Evan Fell on November 28, 2007 at 1:51 PM
The intense competition between the ten newspapers that vie for the same audience in Beijing has caused a drop in ad revenue as a result of the overcrowded market. As a response, Beijing Daily Newspaper Group’s Beijing Daily Messenger relaunched as Beijing’s first free publication distributed on the metro.
The overcrowded market has caused papers to make changes, such as becoming specialized, like the China Times, who became a specialized finance paper to avoid competition. Other local papers have been trying to differentiate themselves, but the biggest change came from the Beijing Daily Messenger.
The president of the paper, Bi Kun, said that the launch has been in the works since 2006, but only last week did they sign an agreement with Beijing Mass Transit Railway Operation Corp. Ltd. where they jointly set up a company to sell ads in the paper. Beijing Mass Transit Railway Operation Corp. Ltd. will be responsible for distributing the paper in the subway.
Bi Kun said that the paper has made many changes, now favoring summaries over in depth articles, because they are easier to read on the subway. The publication will continue to focus on entertainment and sports news and will also add news about public transportation.
The target audience for the relaunched paper is people who have stable jobs and salaries, with 80% being between the ages of 27 and 31.
Bi Kun also said that the newspaper had new media plans. They have been working with China Mobile to allow readers to receive news through short mobile messages, but says that the news service has yet to make a profit.
Source: Interfax China
The president of the paper, Bi Kun, said that the launch has been in the works since 2006, but only last week did they sign an agreement with Beijing Mass Transit Railway Operation Corp. Ltd. where they jointly set up a company to sell ads in the paper. Beijing Mass Transit Railway Operation Corp. Ltd. will be responsible for distributing the paper in the subway.
Bi Kun said that the paper has made many changes, now favoring summaries over in depth articles, because they are easier to read on the subway. The publication will continue to focus on entertainment and sports news and will also add news about public transportation.
The target audience for the relaunched paper is people who have stable jobs and salaries, with 80% being between the ages of 27 and 31.
Bi Kun also said that the newspaper had new media plans. They have been working with China Mobile to allow readers to receive news through short mobile messages, but says that the news service has yet to make a profit.
Source: Interfax China
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