Chinese radio ads taking off

04/28/2004 | Wall Street Journal, The

Chinese radio, long dismissed as just a bastion of government propaganda, is increasingly becoming the home to advertisements from big corporations such as McDonald's and Nestle. China's 1,500 radio stations still only receive 2% of the country's total $14.5 billion in ad revenue, but that slice is growing rapidly as marketers have begun to realize radio's potential.

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