On May 26th, the magazine Collector (收藏家) became the first Chinese publication to openly disclose its circulation numbers and
to file an official request for circulation auditing at the recently
established National Center of Investigation of New Publication
Circulation Data (国新出版物发行数据调查中心). During a press conference held in Beijing Collector‘s publisher Gao Yatao, told reporters that ‘mass
media must walk the path of honesty’. In China’s publishing market it
is common practice for newspapers and magazines to provide readers and
advertisers with arbitrarily inflated data about their circulation.
The move by Collector magazine was openly praised and supported by the high cadres of the General Administration of Press and Publication (新闻出版总署), implying the adoption of a new, more aggressive stance of the Chinese
authorities on the question of fake circulation data.
Link in Chinese: mediainchina.com article