ThePaper.cn

About ThePaper.cn

ThePaper.cn (澎湃新闻) is a Chinese digital media outlet established on July 22, 2014, as a strategic initiative by the state-owned Shanghai United Media Group (SUMG) to navigate the transition from print to digital. It was developed as an offshoot of the *Oriental Morning Post* (《东方早报》) to capture the growing audience of mobile internet users. The platform was founded by Qiu Bing (邱兵), a veteran journalist who previously founded the *Oriental Morning Post* in 2003 and served as ThePaper's first CEO. Qiu, a Fudan University journalism graduate, envisioned a new media entity that combined the rigorous spirit of traditional journalism with the dynamic nature of a digital-first enterprise.

ThePaper.cn operates as a comprehensive news platform focusing on political, financial, cultural, and ideological content, noted for its in-depth reports and investigative journalism. In its early days, it gained significant traction with a series of anti-corruption investigations. The organization has since expanded its content scope and delivery methods, incorporating a multi-platform strategy that includes a proprietary app, website, and presence on major social media channels like Weibo and Douyin, reaching an estimated 450 million users daily as of March 2024. The company has also launched an English-language sister publication, Sixth Tone, to cater to an international audience.

The business model is multifaceted, deriving revenue from several streams. Initially backed by significant government and corporate funding, the company secured a further 610 million yuan in strategic investments from six state-owned enterprises in 2016. A key revenue source is content licensing; ThePaper.cn implements a paid model for other portals to republish its original articles, which has led to substantial growth in copyright income. Additional revenue comes from providing integrated marketing services to commercial clients and a wide array of services to government bodies, including urban promotion, public opinion management, and think tank services. The company also operates "IP SHANGHAI," a platform for showcasing the city's image globally, and has developed a suite of technology solutions under its "Pai TMT" brand, including AI-driven content platforms and digital human avatars for commercial use.