Author: Lei Aixia 

Publisher: Guangming Daily,  

Date: January 8, 2025  

On January 10, 2025, a seminar focused on the editing and publishing of the China Advertising Yearbook and the Report on the High-Quality Development of China’s Marketing Communication took place in Guangzhou. This event was jointly organized by the China Advertising Association and Jinan University, with the School of Journalism and Communication at Jinan University hosting the seminar.  

(At the unveiling ceremony)

The China Advertising Yearbook, a comprehensive industry guide, has been compiled since 1988 under the guidance of the State Administration for Market Regulation and in collaboration with various advertising organizations. It serves as a vital historical document reflecting the evolution of China's advertising industry and is recognized both domestically and internationally.  

From 2023 to 2024, the China Advertising Association entered into a significant cooperative agreement with Jinan University to co-author the China Advertising Yearbook (2024). This collaboration marks a historic first, as it is the first time the Association has partnered with a central affiliated university for this publication. The initiative not only highlights the support of national associations for the Guangdong-Hong Kong-Macao Greater Bay Area's development but also elevates Jinan University's advertising program on a national level. Moving forward, both parties aim to create an innovative platform model that integrates political, industrial, academic, research, and application efforts in China.  

During the seminar, Zhi Tingrong, Secretary of the Party Committee of the School of Journalism and Communication, emphasized the importance of multi-party cooperation in advancing the quality of China's news, communication, and publishing sectors. Zhang Guohua, President of the China Advertising Association and Global Vice President of the International Advertising Association, praised the Yearbook and Report's significance, urging them to address new quality productivity and high-quality development in China's advertising sector. He stressed the need for advertising content to comply with legal standards and reflect socialist core values while advocating for the integration of artificial intelligence to enhance the industry's technological evolution.  

Chen Gang, Director of the Academic and Educational Working Committee of the China Advertising Association and Dean of the School of Journalism and Communication at Peking University, noted that the seminar represented a pivotal moment for the Chinese advertising industry in 2025. He highlighted the Yearbook's role in bridging historical context with contemporary challenges, contributing to the establishment of an independent advertising knowledge system in China.  

Following these discussions, Liu Wenzhe, Director of the Editorial Department for the China Advertising Yearbook (2024), presented an overview of the Yearbook's editing and publishing process. Wan Muchun, Editor and Executive Director of the China Advertising Yearbook (Guangzhou) and the China Brand High Quality Development Research Center, provided insights into the compilation of the Yearbook and Report.  

The seminar concluded with contributions from experts and scholars, including Professor Chen Peiai from Xiamen University and President Mu Hong of the Advertising Culture Group. They engaged in thorough discussions on maintaining the right direction for the industry, serving broader societal goals, and fostering innovation-driven development in marketing and communication while ensuring the successful operation of both pub