Advertising surge boosts revenues at Sina

Sina.com, one of China's largest internet portals, reported advertising revenue growth of more than 40 per cent last year.

Overall net revenues increased 16 per cent to $246.1m, according to company filings, generating net profits of $57.7m.

"Our advertising business continues to be strong and for the first time in two years we saw a quarter-over-quarter increase in our mobile value-added service business," said chief executive Charles Chao.

Mobile information and entertainment providers in China have been severely affected by a 2006 change in telecoms regulations designed to protect consumers from over-billing by unscrupulous operators.

While mobile services are not Sina.com's main earner, the prolonged downturn drove many smaller firms out of business and derailed an IPO planned by a division of portal operator China.com.

Sina.com operates a wide range of free news, information, casual games and entertainment sites mostly through its main Sina.com portal.

Almost three-quarters of the firm's revenue is generated by advertising, and most of the remainder comes from mobile services.

While Sina.com's mobile income was down slightly for the full year, it jumped 12 per cent in the last quarter, suggesting a recovery.

"Our mobile business is showing signs of stabilisation, our advertising business continues to experience strong momentum and I believe Sina is well positioned to take advantage of the robust Chinese internet market," said Chao.

The company predicts income of $66m to $68m in the traditionally slow first quarter of 2008.