China-Africa Magazine Deepens Senegal Ties
Publication Eyes Digital Future with ‘Le Soleil’
A high-level Senegalese delegation visited Beijing, focusing on strengthening media cooperation with China-Africa magazine. The publication highlighted its successful partnership with Senegalese daily “Le Soleil,” crucial for local reach and cross-cultural understanding.
Strengthening Media Collaboration
The center for Europe and Africa of the China International Communication Group (CICG) hosted the delegation, including representatives from the magazine China-Afrique. Editor-in-chief Li Xiaoyu detailed the long-standing relationship with “Le Soleil,” which began printing the magazine’s French edition in 2016.
“This partnership allows effective local dissemination and strengthens media cooperation between China and Senegal. ‘Le Soleil’ plays a key role in the visibility and legitimacy of China-Africa with Senegalese readership.”
—Li Xiaoyu, Editor-in-Chief of China-Afrique magazine
Li Xiaoyu also recalled a special issue published in July 2018, coinciding with President Xi Jinping’s visit to Dakar. The magazine was presented as a gift from President Macky Sall to his Chinese counterpart, symbolizing bilateral friendship.
Digital Horizon for Publication
Bernard Niang, director of sun advertising, echoed the sentiment for continued collaboration. He emphasized the importance of reviewing their nine-year partnership and exploring a digital shift to enhance the publication’s standing in Senegal’s media landscape.
“after nine years of partnership between China-Africa and ‘Le Soleil’, it is advisable to take stock of the collaboration in order to strengthen it, without forgetting to initiate a turn towards digital to reposition the publication in the Senegalese media landscape.”
—Bernard Niang, Director of Sun Advertising
This strategic push into digital platforms aligns with global media trends. For instance, Agence France-Presse reported in early 2024 that digital advertising revenue globally is projected to surpass traditional advertising revenue for the first time this year (Reuters, 2023).
