According to an industry source, advertising rates for Mainland China directory sites are rising across the board, with rate cards for a number of websites seeing prices jump more than tenfold.
According to the source, advertising rates have risen this year for online directory sites including 265.com, Baidu's (Nasdaq: BIDU) Hao123, Sohu's (Nasdaq: SOHU) 123.sogou.com, and Qihoo 360's (NYSE: QIHU) hao.360.cn. Prices with Qihoo 360's directory site have reportedly made the biggest leap, likely given the crossover with the company's own browser. Qihoo 360 directory link advertising rates went from starting at RMB 100,000 last year to RMB 1 mln per month at the beginning of this year. Advertising operations have reportedly become a particularly strong source of revenue for the company following its recent switch to an auction model.