About Us - English CafÉ

General

21st Century Weekly serves as a popular resource for English language teaching and learning in China. The brand is extremely well known among young people especially for university and college students. It enjoys a very high pass-on rate in library reading rooms in 500 leading universities and many colleges across China.

Since 1998, English Café has been helping China’s rising generations make sense of the world in which we all live. A unique, Sino-British joint venture, English Café provides thought provoking topical features on emerging trends in global popular culture, science and society written from an international perspective.

Published in the third week of the month as a supplement of 21st Century Weekly, part of the China Daily Group, English Café has an audited readership of 2,750,000 (China Daily Group figures, 2005). English Café is printed simultaneously in Beijing, Shanghai and Guangzhou.

It’s a formula that works and the mix of lively and provocative features means that English Café is regularly voted 21st Century Weekly’s most popular supplement by readers. As well as providing a valuable market for today, this readership also represents the opinion leaders of the future, with more than 50% in the 21-30 demographic.

English Café provides a unique opportunity for cost-effective brand building in China, with a reach that extends from the vibrant cities of the East Coast to the rapidly developing West. Past and current sponsors include, Nokia, Castrol, Manchester City Football Club, McLaren Mercedes Formula 1 team, and Hobsons plc.

Reader age

18.14% below 20; 52.02% between 21-30; 20.46% between 31-40; 6.9% between 41-50; and 2.48% above 50.

Educational background
6.61% postgraduates; 63.88% university graduates; 20.19% junior college graduates; 2.81% secondary vocational schools or senior high schools; and 6.51% junior high schools or below.

Professions

39.92% university students, 14.68% scientists and engineers, 14.26% business managers, 11.66% office clerks, 5.85% high school students, 5.79% government workers, 5.41% service trade attendants, 4.25% high school teachers, 3.18% university teachers, 0.69% others.