Newspaper Distribution in Beijing - The Little Red Caps

For those of us who used to subscribe to Beijing Youth Daily (北京青年报), here is an authoritative account of why those newspaper vendors periodically show up at our homes and offices to collect the monthly (or quarterly) subscriptions.

In 1996, the Daily established its own distribution company "Little Red Cap" (or 小红帽) by hiring members of the Post Office Publication Distribution division, and having them set up a network of delivery stations, warehouses, and part-time employees to do house-to-house deliveries.

By and large, the Little Red Cap worked hard to build a reputation as a supporter of the local government by publicizing its policy of hiring workers who had been laid off from state-owned enterprises.

"Although much attacked by the postal administration, Little Red Cap had the support of the Beijing local government, and, ultimately, the nationally based postal administration could not penetrate Beijing's protectionism," wrote Anne Stevenson-Yang. (Anne Stevenson-Yang, "The Absent-Minded Reform of China's Media", in China's Leadership in the 21st Century: The Rise of the Fourth Generation, Ed. David M Frankelstein and Maryanne Kivlehan)

The success of the Little Red Cap also led to other imitators such as the Little Yellow Cap (Beijing Morning News) and the Little Blue Cap (Beijing Economic Daily).

"Soon, any daily with enough circulation to support its own distribution company established one," Stevenson-Yang added.

This account makes for an interesting case study of the media industry's transformation, and of course, the protectionism that invariably goes on in all parts of China.

But personally, the account reminded me of the smiley and rosy-cheeked middle-aged lady who used to come to my office to collect the quarterly subscriptions. I cannot remember her name now, but unlike many nuisance visitors to my office, her sense of professionalism, as well as her courteous and non-intrusive manners left an impression on me. Not to mention the free gifts of telephone directories and calendars that she gave out from time to time.

And oh yeah, she always wore a red cap when she came.