China New Media’s digital out-of-home City Navigator network was one of its best-performing advertising properties during the second half of 2011.

Revenue from the Web-based, interactive City Navigator units rose 28.1 percent year-on-year to $0.9m during the period, although it dropped off slightly during the last three months of the year.

The 50-odd City Navigators, which the firm launched in 2009, were beaten only by China New Media’s billboard properties, which generated a 38.4 percent rise in revenue.

By contrast, revenue from street fixtures fell by 19.7 percent in the six-month period, and advertising sales on city transit properties were down 7.8 percent.

Altogether, revenue at the firm – whose stock is traded on the U.S. over-the-counter market under the ticker symbol CMDI – was up 9.8 percent on the same period in 2010, to $9.6m. Net income, however, dropped 35.1 percent to $1.5m thanks in part to increased sales costs.

Said chairman and CEO James Wang: “Advertisers in certain cyclical industries, such as real estate, significantly reduced their advertising budgets in the second half of 2011. We focused more on sales, marketing and promotion efforts, and provided more value-added services to attract new customers. For each new market we have developed our own sales team to sell existing advertising platforms and develop new advertising platforms.”

China New Media also made progress in the second half of the calendar year –  which was the first half of its fiscal 2012 – on developing digital properties outside the northeastern city of Dalian (pictured), where it is based and where most of its estate, largely non-digital, is concentrated.

It launched a 150-square-meter LED advertising screen between Terminals 1 and 2 of Beijing Capital International Airport, and completed installation of its 558-square-meter LED screen on top of the Golden Hotel in Shenyang.

The company, founded in 2000, also operates in Tianjin and Shanghai.

www.gywj.cn/english

photo: Julianbce

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