Energy Bridge Magazine

Distribution

The only Chinese-language oil & gas periodical of any major petroleum-exporting nation. World-wide.

Energy Bridge is a Chinese-language investment magazine serving Canada's oil & gas industry. It is read by decision-making executives in China's upstream oil & gas sector and energy-directed institutional investment communities. The magazine distributes in both print and digital form.

Beginning with the Winter 2011 issue, Energy Bridge will be appearing in bilingual (English/Chinese) format. 

In building on the advantages of reaching China's largely "wired readership", Energy Bridge has entered into an agreement with Weipu Network (卫普网), China's largest platform for digital material dissemination, to distribute current and past issues starting in January 2012.  

Circulation by the numbers

50 visitors per day to website and digital downloads
18,250 visitors per year to website and digital downloads
3,000 print copies per issue distributed within China & Hong Kong
15,000 readers* per hard copy in China & Hong Kong
 
* Based on conservative estimate of five readers per print copy
* Does not include estimate of increased traffic volume as a result of new arrangement with Weipu Network. 

Target Audience

China's oil & gas industry is considered a strategic industry that bars private participation in the upstream sector. CNPC, Sinopec and CNOOC are vertically-integrated national oil companies, covering the industry's scope from the upstream sector through to retail/marketing. (N.B. SINOCHEM shares many of these attributes of the "BIG 3", but it is currently still prohibited from domestic E&P activities) .

The scale of these companies are huge. Consider the fact that the Chinese National Petroleum Company (CNPC) is the world's fourth largest company by employee number (1.1 million). For this reason, a publication serving executive-level readers within China's oil & gas industry measures its success by the quality of its precisely targeted distribution and not by mere mass market diffusion. Energy Bridge has worked hard at refining its circulation within this particular demographic and regards its ability to reach these influential readers as its core asset. The magazine assiduously controls its mailouts, updating its distribution list regularly on the basis of reader feedback/opinion and ongoing market research.

Distribution Categories

Financial Institutions
Targeted circulation to 82 financial institutions with QDII (Qualified Domestic Institutional Investor) accreditation. The include the following categories (with examples):
Commercial banks (eg. Bank of China Ltd, Industrial; Commercial Bank of China Ltd.; China Construction Bank Corporation; China CITIC Bank Corporation Ltd.), Fund Management (eg. HuaAn Fund Management Co., Ltd.; China Asset Management Co.,Ltd.; China International Fund Management Co., Ltd.; China Universal Asset Management Co.,Ltd.), Securities Agencies (eg. China International Capital Corporation Ltd.; CITIC Securities Co., Ltd.; Guotai Junan Securities Co.,Ltd., Huatai Securities Co.,Ltd.), Insurance Companies (eg. China Life Insurance(Group) Co.; Taikang Life Insurance Co.,Ltd.; Sino Life Insurance Co.,Ltd.; Taiping Life Insurance Co.,Ltd.) and Trust Companies (eg. CITIC Trust Co.,Ltd.; Shanghai International Trust Co.,Ltd.)
 
Upstream Oil & Gas Industry
C-level executives and department heads at the headquarters, subsidiaries and major regional offices of China's major upstream players: CNPC, Sinopec, CNOOC & Sinochem.
Examples: Strategic Development Office of CNPC Headquarters (Beijing); China International United Petroleum & Chemicals Co., Ltd. (Beijing); SINOCHEM Petroleum Exploration & Production (Beijing)
 
Industry Associations
Major trade associations serving the upstream, midstream and downstream sectors. (Note: No targeted distribution to retail and marketing or petrochemical and chemical trade associations.)
Examples: Chinese Petroleum Society: China Petroleum and Chemical Industry Association; China Petroleum & Petrochemical Equipment Industry Association; China Chamber of Commerce for the Petroleum Industry

Energy Research Institutes
Oil & gas industry-affiliated energy research institutes throughout China at the "Big Three" oil companies.
Examples: CNPC Research Institute of Science and Technology; SINOPEC Exploration & Production Research Institute; CNOOC Research Institute
 
Oil and Gas Exploration, Production and Service Enterprises
All companies in this category are subsidiaries of the China National Petroleum Corporation.
Examples: Daqing Petroleum Administration; Liaohe Petroleum Exploration Bureau; Sichuan Petroleum Administration
 
Oilfield Equipment Manufacturing
Companies in this category are affiliated with the two largest Chinese national oil companies. Many export their oilfield equipment as OEM products to Canadian companies and their distribution networks.
Examples: China Petroleum Materials and Equipment (Group) Corporation; Chengde Sida Petroleum Equipment Development Company; Baoji Petroleum Steel Pipe and Tube Works; China Petroleum Construction Materials Corporation

Government
Owing to the strategic importance of energy to China national reconstruction, its oil & gas industry is made up by national oil companies which are controled by the state. Energy Bridge is distributed to key government bodies that are involved in energy policy.
Examples: Ministry of Land & Resources, Energy Bureau at National Development and Reform Committee, State-owned Assets Supervision and Administration Commission (SASAC)

Chinese Consulates in Canada
Energy Bridge is distributed to Chinese diplomatic agencies in Canada with commercial attaches with energy portfolios.
Examples: Chinese consulates in Vancouver, Calgary and Toronto

Distribution Alliances

Energy Bridge sends bulk quantities of its magazine to select organizations for membership and discretionary distribution.

Alberta Trade Offices
Examples: Alberta Trade Office (Beijing), Alberta Trade Office (Taipei), Canadian Consulate General in Shanghai

Canadian Business Groups in China
Examples: Canada-China Business Council (Beijing Office); Canada-China Business Council (Shanghai Office); Canadian Chamber of Commerce in Hong Kong; Canadian Chamber of Commerce in Shanghai

Oil & Gas Event Organizers
Example: Beijing Zhenwei Exhibition Co. Ltd. (Beijing)