CHINA / National

Fading ink: Newspapers lose readers to Internet
By LI WEITAO (China Daily)
Updated: 2006-07-17 07:37

Ren Xin reads news almost every day but does not subscribe to any newspaper.

The 25-year-old office worker gets her information fix from the Internet. "I also watch TV for news. Sometimes, I buy a newspaper or a magazine in the subway, but that is rare," she says.


A man reads the latest news on his laptop in this undated photo. [China Business Weekly]

Information-thirsty Ren is one of a rising number of Chinese youth who are increasingly shying away from traditional media, especially the print publications.

"Subscribing to a newspaper? Wow, that is my Dad's job," she says, breaking into laughter.

The rapid switch from print publications to online news offerings is a worldwide trend, but in China which has more than 100 million Internet users it is accelerating.

According to a survey by the quasi-government China Information Network Centre (CNNIC) at the end of last year, 67.9 per cent of Chinese Internet users listed news as the most-used Web service.

During the just-concluded World Cup, Ren, a football fan, watched live broadcasts on TV and went online to get additional information about the quadrennial sporting fest.

According to Nielsen Netratings, more than 40 million people visited a World Cup section during the tournament on Sina Corp, the largest Chinese Web portal.

Ren was also a frequent visitor. "I could find almost everything I needed in the section. Besides, I could write a comment to express my joy or vent my anger," she says.

The increasing move towards online news offerings underlines how new media, largely led by the Internet, is taking a toll on traditional media.

Ironically, the vast majority of news offerings on the Internet are from traditional newspapers and magazines. Under current regulations, commercial websites in China are prohibited from reporting news. Technology and sports reporting is an exception though there is no formal approval.

As a comprehensive platform for timely news offerings with text, hyperlinks, pictures and even video clips, Internet companies such as Sina are not only grabbing readers and audiences, but also snatching ads from traditional publications.

For instance, a World Cup section of another leading Chinese Internet portal, Sohu.com, generated about 40 million yuan (US$5 million) during the event. The section also provided copyrighted streaming video clips of the event.

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