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onIntroduction

China Daily European Weekly has a rapidly growing audience, connecting China with the world and offers a balance of Chinese and European news and analysis in English.

In the summer of 2013 China Daily commissioned RAM* to conduct an externally verifiable readership survey of the China Daily European Weekly.

The results of which show that the publication’s unique content, perspective and coverage are of indispensible reading across the continent by a number of internationally mobile, high net worth readers with strong professional connections in both Europe and China.

*RAM (Research and Analysis of Media AB), is an international media research company headquartered in Sweden. With about 1,000 clients in 18 countries RAM provides the industry with pioneering statistics of how ads, articles and other media communication are consumed and understood for both print and digital media.

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76%MALE24%FEMALE

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%37%

BRITISH

45%EU

BUT NOTBRITISH

5%EUROPEAN

BUT NOTEU

7%CHINESE

6%OTHER

ReaderDemographics

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ics <30 yrs: 16%

30-49 yrs: 40%

50-69 yrs: 38%

70+: 6%

AVERAGEAGE: 49

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Wealth& Employment

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Private Sector: 53%

Public Sector: 10%

Non-Profit: 15%

Retired: 11%

Full Time Student: 7%

Not Employed: 4%

INDUSTRY SECTOR EMPLOYMENT

INCOME

87% OF READERSEARN MORE THAN€50,000 pa

11% OF READERSEARN MORE THAN€500,000 pa

33%OF FEMALE READERS EARNMORE THAN

€500,000 pa

AVERAGE INCOME IS

€111,343 pa

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Private Sector: 53%

Public Sector: 10%

Not Employed: 4%

Owner, Partner, Director, Senior Management: 25%

Professionally Qualified at Senior Level: 24%

Intermediate Management: 22%

Supervisory or Junior Management: 6%

Consultant: 7%

Technical Specialist: 7%

Other: 9%

EMPLOYMENT LEVEL

EMPLOYER INFORMATION

34% WORK FOR COMPANIES WITH ANNUAL TURNOVERS GREATER THAN

46% WORK FOR COMPANIES

WITH MULTIPLE INTERNATIONALOFFICE/SITE OPERATIONS

WORK FOR COMPANIES WITHMORE THAN 100

EMPLOYEES

WORK FOR COMPANIES WITH

MORE THAN 1000 EMPLOYEES

€50M

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62%

37%

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ChinaConnection

The China Daily European Weekly is not a Chinese community publication, but it nevertheless attracts a small but significant number of English-speaking, high-income, internationally mobile Chinese readers.

This Chinese readership stands apart from the overall readership, as well as from the generalist readerships of both Chinese community publications and major national titles.

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7% OF CHINA DAILY EUROPEAN WEEKLY READERS ARE CHINESE, VERSUS THE

UK NATIONALAVERAGE OF 2%(<1% EUROPE WIDE)

100% OF CHINESE READERS SPEAK AND READ ENGLISH

AVERAGE AGE IS35 YEARSMUCH YOUNGER THAN OVERALL READERSHIP AGE

CHINESE READERS HAVE AHIGH AVERAGE INCOME OF

€94,231 PA57% HIGHER THAN CHINA’S TOP 1% INCOME PERCENTILE OF €60,040 (Source: McKinsey&Co)

62% 22% 60%

OF READERSHAVE VISITED CHINAAT LEAST ONCEFOR BUSINESS IN THE LAST

5 YEARS

OF READERSHAVE VISITED CHINAMORE THAN 5 TIMESFOR BUSINESS IN THE LAST

5 YEARS

OF READERS HAVEWORKED WITH CHINESE PROFESSIONALS ANDBUSINESS EXECUTIVES

IN THE LAST5 YEARS

A SELECT CHINESE READERSHIP

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As a regional edition, the China Daily European Weekly is distributed internationally in over 30 countries.

The top 10 regions of which represent 91% of total circulation, the UK represents the single largest destination of all copies.

China Daily European Weekly has a confirmed 2013 ABC audited weekly circulation of 90,800 copies and is the only publication from China to posses ABC certification.

The majority of copies are distributed through free placement in major hotels, airport lounges, on board international flights, as well

as being sent direct to offices and educational institutions.

A number of copies are sent direct to individual readers via subscription and the publication is also available through a number of specialty retailers.

InternationalDistribution

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UK - 36%

Italy - 13%

Germany - 11%

Spain - 7%

Belgium - 5%

Poland - 5%

France - 4%

Netherlands - 4%

Turkey - 3%

Switzerland - 3%

Rest of Europe - 8%

Rest of World - 1%

CIRCULATION BREAKDOWN

Hotels: 47%

Airports/Airlines: 29%

Offices: 15%

Schools: 6%

Subscriptions: 2%

Retail: 1%