Hello, dear friends!

I am very pleased to see that you are reading this Supplement of China Advertising, which are specially prepared for you.

Perhaps it is the first time you pick up Modern Advertising, but you may not be unfamiliar with China, a country which is going through rapid growth. You may want to know more about the Chinese market, the Chinese advertising industry, and what you shall heed upon entering China, what you may need to pay attention to, and so on. This is precisely where we might be able to help. Next I shall tell you in very brief words what we have done and what we can do for you.

First, Modern Advertising, which I lead as an Editor-in-chief, is the only professional magazine on advertising run by China Advertising Association (CAA). It is under the direct leadership of the government administration in charge of supervising and developing the advertising industry. It is also the only magazine which is entitled to first issue the administrative laws and regulations drafted by the State Administration for Industry and Commerce. This would be of great help if you want to know comprehensively in time of the country’s advertising policies and where the advertising market heads to in its development. In every issue, we would publish the latest and most relevant policies and regulations in the Chinese advertising industry. This may be the first step you try to know and enter into China’s market.
 
Second, Modern Advertising is also an A-level news and media journal in China, boasting high academic value and a leading role in the industry. Since 1994, we have been evaluating and publishing the rankings of the country’s advertising companies and media advertisings, thus having gained fifteen years of fundamental database and experiences. Meanwhile, in the last quarterly issue each year, we will also publish a Statistic Report in China’s Advertising Industry of the previous year, as a national authoritative organ. They have provided scientific reference to enable you understand the current conditions and future development trends of China’s advertising industry. We will also issue an annual “Report on China’s Advertising Industry”, which is composed of three chapters of “advertisers”, “the advertising media” and “advertising companies”. To complete the report, every year we conduct full-scale researches and interviews in the industry, collect the latest information about advertisers, advertising media and advertising companies, so as to provide a complete and profound pool of references for the whole industry. This would be of vital importance for you to feel the pulse of the Chinese market and its future development.

Third, our magazine has already been a professional magazine with great influence and authority in the advertising industry. For the problems and obsessions which arise in the growth of the industry, we would provide timely ideas and suggestions and also invite experts to discuss together and find out proper approaches and solutions. At the same time, we also organize an annual event to select “the best advertising professionals, advertisers, and media advertising people of the year”. Through combing the essential information of these people in the industry, the pulse of the industry development is felt. Armed with these amounts of information, you may learn more about the latest development in the advertising industry.

Fourth, since 1996 we have started to join in the researches of developing Internet and new-media fields in China, and we have also assisted the government and participated in the research and drafting of administrative policies in Internet and New Media. We hold annually a China Interactive Internet Advertising Competition, a China Interactive Internet Advertising Marketing Conference, and publish since 2002 an Interactive Internet Marketing Supplement. We boast a great influence power and appeal in the interactive Internet marketing field in China. In 2006, approved by the Chinese government, we established the Interactive Internet Committee of the China Advertising Association, which I now lead. Growing healthily, we have built very good cooperative relations with all kinds of websites in China. This would serve as a best channel for you to learn about the interactive Internet operations in China.

Fifth, we serve also as a window to the world for China’s advertising industry to know more about our world counterparts. We were the one who first introduced into China many international advertising festivals into the country, including Cannes Lions, New York Festivals, Asia Pacific Advertising Festival, and Effie Awards. We send reporters abroad to attend these festivals every year and introduce these events systematically to Chinese advertising professionals. This year, the large-scale series event of “China-Cannes” at Cannes Lions was designed and executed by us. By carrying out such an event in Cannes, we helped the world to learn about China, and about the country’s flourishing advertising market.

In short, our Modern Advertising has already become a popular Chinese advertising magazine which is loved and adored by the country’s advertising industry. Backed by our base of advertising resources in China, we strive to become the window and the channel for the world to know China’s advertising, its media industry, and marketing sectors. The English version of our website has just been launched, and this would be a way for you to learn more about China’s advertising industry. If you have any opinions and suggestions, please do not hesitate to tell us and we would respond as soon as possible. You may email me to cy36999@126.com. This is what we could do and will do for you.