Study: Offline media dominates China's b-to-b market

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Beijing—Trade publications and trade shows dominate mainland China's b-to-b media with a 72% market share, while online media accounts for 25%, according to Analysys International's China's B2B Media Industry Research Report, released Tuesday.

"Contrary to common belief, online media spending does not dominate China's b-to-b media space," Analysys research analyst Haiying Chen said in a news release. "Our research shows quite the opposite, with spending on traditional media accounting for well over double that of online media."

Other key findings show foreign trade-related advertising accounts for about 70% of total China b-to-b media revenue. Total b-to-b advertising in China is expected to top $1.2 billion this year, up 25% from 2006.

Analysys is a consultancy that focuses on technology, media and telecom in China.

—Matthew Schwartz

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