The Paper
A Shanghai-based digital news outlet known for current affairs and investigative reporting.
The Paper at a glance
The Paper is a news & media website and one of the most visited sites in China, currently ranked #101 in the country. It was founded in 2014 by Shanghai United Media Group and is headquartered in Shanghai, China. Today The Paper is owned by Shanghai United Media Group. Our estimates put its audience at ≈ 160 million visits per month. The business earns money mainly through digital advertising, sponsored content. Its closest rivals include huanqiu.com, caixin.com, sina.com.cn.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 150 million / month | +2% |
| Q2 | ≈ 155 million / month | +3% |
| Q3 | ≈ 160 million / month | +3% |
| Q4 | ≈ 170 million / month | +6% |
Traffic sources
- Direct37%
- Organic search34%
- Social18%
- News aggregators8%
- Email3%
Audience & demographics
- Men55%
- Women45%
- Age 35-4426%
- Age 45-5423%
- Age 25-3422%
The audience is concentrated in China, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- China86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 48 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- China
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| the paper | 1 | Very high | Dominant |
| breaking news | Top 10 | High | — |
| today's headlines | Top 10 | High | — |
| live coverage | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the China web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 79% mobile
- Position in country
- Among the leading news & media apps in China
Company information
- Website
- thepaper.cn
- Sector
- News & Media
- Owner
- Shanghai United Media Group
- Owner type
- State-owned company
- Founders
- Shanghai United Media Group
- Founded
- 2014
- Headquarters
- Shanghai, China
- Employees
- 1,000+
- Ownership
- Shanghai United Media Group controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $120 million annual revenue (est.)
- Languages
- Chinese
- Top traffic sources
- direct, organic search, social
Financials
- Revenue
- ≈ $120 million annual revenue (est.)
- Ownership
- State-owned company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
The Paper operates a news and media publisher focused on China. A Shanghai-based digital news outlet known for current affairs and investigative reporting. Revenue comes mainly from digital advertising, supported by the other lines listed below.
- Digital advertising
- Sponsored content
Products & services
International presence
- Primary market
- China
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (China)
- #101 in this index
- Sector rank
- Leading news & media site in China
- Global rank
- 700
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| huanqiu.com | ≈ 96 million / month | #102 class competitor | — |
| caixin.com | ≈ 72 million / month | #103 class competitor | — |
| sina.com.cn | ≈ 48 million / month | #104 class competitor | — |
What is The Paper?
The Paper (thepaper.cn) is a news and media publisher serving users in China. A Shanghai-based digital news outlet known for current affairs and investigative reporting. It ranks #101 among the most visited websites in the country in this index, within the news & media category.
Who owns The Paper?
The site is operated by Shanghai United Media Group, founded by Shanghai United Media Group. The company was established in 2014 and is headquartered in Shanghai, China. It employs around 1,000+.
Traffic and audience
Traffic estimates place The Paper at roughly 160 million visits per month, about 5.3 million per day. Around 79% mobile of sessions come from mobile devices, and visitors view about 3.1 pages per visit with an average session of 3 min.
How The Paper makes money
Revenue comes primarily from digital advertising, alongside sponsored content.
Competitors in China
Its closest rivals include huanqiu.com, caixin.com, sina.com.cn.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 2014
The Paper is founded in Shanghai, China.
- Growth phase
Expands its news & media offering and moves to a mobile-first product.
- Today
Ranks #101 among the most visited websites in China.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Broad daily news coverage with national reach
- Fast breaking-news publishing
- Free access to most articles
- Strong presence in search and social
Cons
- Heavy advertising load on article pages
- Editorial line criticised by parts of the audience
- Clickbait headlines on high-traffic sections
- Paywall limits on premium content
Key statistics
Frequently asked questions
Who owns The Paper?
The Paper is operated by Shanghai United Media Group. State-owned company structure, based on public filings and press reporting.
Where is The Paper headquartered?
The Paper is headquartered in Shanghai, China.
When was The Paper founded?
The Paper was founded in 2014 by Shanghai United Media Group.
How many employees does The Paper have?
The Paper employs approximately 1,000+ people.
What is The Paper's revenue?
The Paper's revenue: ≈ $120 million annual revenue (est.).
Who are The Paper's competitors?
Main competitors in China include huanqiu.com, caixin.com, sina.com.cn.
How does The Paper make money?
Mainly digital advertising, sponsored content.
Is The Paper publicly traded?
The Paper's ownership: State-owned company.
How many visitors does The Paper get?
Third-party estimates place The Paper at roughly 160 million visits per month, mostly from China, with 79% mobile traffic.
Is The Paper safe?
The Paper is an established news & media site founded in 2014 and ranked #101 in China; use the official domain thepaper.cn and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsthepaper.cn
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageChina and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos