Xinhua News Agency Enters New York Times Square

According to Turner, Xinhua News Agency signed a long-term lease contract, "more than six years." Xinhua News Agency executives did not respond to the "New York Times" interview. Although Turner refused to disclose the rental price of Xinhua News Agency, the highest quality billboard rental in the area could reach 300,000 to 400,000 USD per month.

Every day, 500,000 people passing by Times Square in New York will see the Xinhua News Agency billboards. China’s intention to do so is to show the American public: “Look, we are not just manufacturers of cheap goods, we can do more.”

The Times Square Building 2 floor is one of the most prominent advertising spots in New York City. The LED screens here are broadcasted by Prudential Insurance Company of the United States, Samsung Corporation of Korea, Coca-Cola Company of the United States, and Hyundai Group of Korea. In the past, the advertisements of HSBC were adjacent to the advertisements of these four companies. The “New York Times” stated that from August 1st, Xinhua News Agency will replace HSBC and advertise in this prominent position.

The sign of entering the global consumer market is not a “newbie” for Chinese agencies advertising in the United States. In the mid-1990s, China Sanjiu Pharmaceuticals advertised on two buildings in the southeast corner and 48th Street of New York’s 7th Avenue. . Just in January this year, the Chinese government broadcast a national image propaganda at Times Square. Basketball star Yao Ming, pianist Lang Lang and others appeared in the promotional video. In addition, well-known electronics company Haier's advertising has done Broadway.

In spite of this, the arrival of Xinhua News Agency is still regarded as extraordinary. The Times Square Building No. 2 is an undoubted golden belt, even known as the "crossroads of the world." Every year in the New Year’s Eve, thousands of people gather here to count down with the numbers on the LED screen. Many famous photographs were taken here, for example, in 1945, in order to celebrate the end of World War II, a sailor and a young nurse kissed and was permanently set here.

In the 1970s and 1980s, some Japanese and South Korean companies, such as Fujitsu, JVC, Venus, Samsung, Sony, etc., began advertising advertisements on Times Square No. 1 and No. 2 buildings in Midtown Manhattan. The sign of entering the global consumer market.

"These companies are not willing to leave."

This golden billboard operator is Sherwood Outdoor, a real estate company. Jeffrey Katz, head of the real estate company, said: "A lot of Chinese companies come to the United States with their brands, and more Chinese companies are ready to enter the United States."

According to Brian Turner, president of "Hillwood Outdoors", Xinhua News Agency signed a long-term lease contract "for more than 6 years." He hopes this will be a precursor to other Chinese brands entering Times Square. The Xinhua News Agency executives did not respond to the "New York Times" interview. Although Turner refused to disclose the rental price of Xinhua News Agency, the highest quality billboard rental in the area could reach 300,000 to 400,000 USD per month.

According to Reuters, Turner also revealed that most companies advertising at Times Square have signed long-term contracts, such as Coca-Cola's advertising campaign from the 1930s. Samsung was stationed in the mid-1980s. Prudential insurance company entered the early 1990s, he said: "These companies are not willing to go."

Will the emergence of Chinese advertising in such a prominent location cause some Americans to resent it? Mr. Katz refuted this statement. He said: "They (Xinhua) just rented here, not buying it here.

Americans don't really know Xinhua News Agency According to the Rapid TV News website, the Xinhua News Agency first began its US operations dating back to 1971. In 2010, Xinhua News Agency launched a 24-hour English TV channel to send Chinese voices to all parts of the world. In May 2011, Xinhua News Agency moved its North American headquarters from Queens, New York to Times Square.

Recently, the Xinhua News Agency’s marketing activities are also very active. In particular, the promotion of newswire services in developing countries has become a competitor with the Associated Press, Bloomberg, and Reuters.

Like the Japanese and South Korean companies that come to Times Square, Xinhua News Agency hopes that Americans can become more familiar with themselves. The Americans are unfamiliar to such a state-owned news agency. They may compare Xinhua News Agency with TASS, the news agency of the former Soviet government.

Bob Brunett, 60, from Wisconsin, told reporters at Reuters in Times Square that he had never heard of the "Xinhua News Agency," nor was he concerned about what kind of advertisements would be aired. "Here It is a free country," he said.

43-year-old Daniel Wu welcomed the Xinhua News Agency’s advertisements. He told Reuters that some Americans’ attitude towards China is unfair, because they do not understand China at all.

The “Youth Reference” reporter found that news about the Xinhua News Agency’s entry to Times Square has not been widely reported by the mainstream media. The only English media that carried out detailed reports were the “New York Times” and Reuters. Most of the English news was from local Chinese media. .

The last change in Times Square billboards was in 2009. The ads of South Korea’s Hyundai Group entered and replaced Pontiac’s advertising, which is a subsidiary of the U.S. General Motors Corporation and has now ceased production.

Xinhua News Agency’s aggressive development reflects the Chinese government’s efforts to promote the country’s image and send out Chinese voices. However, some media analysts are not optimistic. They believe that Xinhua News Agency’s attempt to expand operations in North America and Europe is difficult, and the people in these countries are State-owned news agencies are often dismissive, regardless of which government is holding the news agency.

Every day, 500,000 people in New York Times Square will see the Xinhua News Agency billboards. "This is an important step in China's reshaping the global image," said Paul Markowsky, an expert on China issues at the New York Public Relations Consulting Group Global Strategic Analysis Group. "This is what China is trying to say to the American public." Look, we're not just making cheap goods. Business, we can do more."

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