Charlesworth, an Enago company, a leading provider of STM publishing solutions, has released a new white paper, Author Marketing in China 2025: Trends and Insights. This report offers fresh insights into how Chinese researchers, especially Early Career Researchers (ECRs), approach academic publishing. It aims to help scholarly publishers tailor their author engagement strategies to the specific behaviours and expectations of the Chinese research community.
Based on original survey data and author journey mapping, the white paper explores how researchers in China choose journals, seek information, and engage with content on digital platforms. It highlights the growing influence of local social media platforms such as WeChat, Bilibili, RedNote (Xiaohongshu) and Zhihu in shaping publishing decisions.
What’s inside:
- Understanding the Chinese author journey: Insights into the motivations and challenges Chinese authors face when choosing journals, including how they assess journal quality and interpret peer recommendations online.
- Digital engagement in China’s academic space: An overview of how platforms like WeChat, RedNote and Bilibili help researchers discover and evaluate journals.
- Marketing strategies that work in China: Practical, culturally informed advice for publishers looking to run successful campaigns in China’s unique digital ecosystem.
- Context for the Chinese publishing landscape: A closer look at the academic environment, including institutional expectations and evolving government priorities.
“China is the world’s largest and most complex STM publishing market,” said Andrew Smith, Global Product & Marketing Director at Charlesworth. “This white paper, developed by our team in Beijing, gives publishers the tools they need to build better connections with Chinese researchers and grow their reach.”
Vivian Wang, Agency Director at Charlesworth in Beijing, added, “A one-size-fits-all approach doesn’t work in China. Our research shows what matters to Chinese authors and how publishers can meet them where they are, on local platforms and in ways that build trust.”
Webinar on June 10
Charlesworth will host a webinar on June 10 to explore the white paper in more detail, with expert guidance on how to engage Chinese authors more effectively.
Register here: https://register.gotowebinar.com/register/4106221179084770138?utm_source=Publisher+Contacts&utm_campaign=ea3e04ede8-China+market+intelligence+bulletin-APR+25-CN-INTL_&utm_medium=email&utm_term=0_772ca022a5-ea3e04ede8-
Download the white paper
Author Marketing in China 2025: Trends and Insights is available now.
Visit: https://www.charlesworth-group.com/resources/author-marketing-in-china
