As China's elderly population continues to surge, Chinese publications catering to seniors are seeing their circulation figures grow and advertising revenue soar.

Statistics released by the Council of Senior Publications show that China currently has 28 newspapers aimed squarely at older readers, with aggregate annual circulation of 4 million copies and more than 60 million yuan (US$7.77 million) of advertising revenue.

China's first newspaper for the elderly appeared in 1984 in Guangzhou, capital of south China's Guangdong Province. Since then, other publications for seniors have begun to hit newsstands across the country.

"Last year, China's total newspaper advertising revenue decreased slightly, but advertising income for publications targeting seniors increased," said Li Yuan, deputy director of the Council of Senior Publications.

Newspapers for the elderly often run stories on how to prevent and treat diseases such as high blood pressure, diabetes and depression, along with suggestions on how to spend leisure time.

China currently has more than 100 million citizens aged 60 or above. Many of them live in rural areas and are not newspaper subscribers. "So there is still a huge untapped market for senior publications," said Li.

(Xinhua News Agency April 14, 2007)