Beijing—Trade publications and trade shows dominate mainland China's b2b 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 b2b 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 b2b media revenue. Total b2b 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.