The newspaper industry has seen moderate decrease over the past years. The number of newspapers was steadily falling each year. The average newspaper reach in China retracted to 19 percent, down from 52 percent in 2010. In comparison to newspapers, magazines are showing better performance with an rising number of publications in the past decade. Its daily reach resided at around 29 percent. Many printed media has established its own social media accounts.
With an average daily reach of about 74 percent in 2018, television remains the traditional medium with the strongest penetration rate in China. In 2017, the Chinese radio industry was counted as one of the fastest growing radio markets worldwide with a revenue of 3.39 billion U.S. dollars. Despite advertisers are investing more on the new marketing mediums, the combined revenue of radio and television networks is rising to reach almost 700 billion yuan in 2018.
In 2019, social media sector is estimated to account for 11.3 percent of the whole advertising market, nearly a double compared to four years ago. With a double-digit growth of annual ad spending, social media contributed around 37.5 billion yuan to the ad industry. The future of social media is rather promising in China, as consumers are highly engaged with internet and social media.