Is Baidu’s Biggest Competitor In China? (BIDU)

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By Douglas A. McIntyre Published

According to MarketWatch, Chinese news portal, Sina (SINA), plans to launch an advertising program with bloggers who post content on its site. "Sina’s move to monetize its massive blog page view inventory (more than 200 million page views a day), which has been building its "Ad Alliance," sites that run Baidu advertisements."

Baidu’s (BIDU) currently trade at $235 up from a 52-week low of $82. It has widely been assumed that the Chinese search engine’s biggest competitor is Google (GOOG), which currently holds the No.2 spot in search market share in the world’s most populated country.

But, if Chinese company’s like Sina can take advertising from Baidu, its shares might come under pressure. Sina has ample reason to want to take a piece of Baidu’s hide. SINA trades at 10x revenue, while BIDU is at 50x. From that height, it’s a long way down.

Douglas A. McIntyre

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About the Author Douglas A. McIntyre →

Douglas A. McIntyre is the co-founder, chief executive officer and editor in chief of 24/7 Wall St. and 24/7 Tempo. He has held these jobs since 2006.

McIntyre has written thousands of articles for 24/7 Wall St. He is an expert on corporate finance, the automotive industry, media companies and international finance. He has edited articles on national demographics, sports, personal income and travel.

His work has been quoted or mentioned in The New York Times, The Wall Street Journal, Los Angeles Times, The Washington Post, NBC News, Time, The New Yorker, HuffPost USA Today, Business Insider, Yahoo, AOL, MarketWatch, The Atlantic, Bloomberg, New York Post, Chicago Tribune, Forbes, The Guardian and many other major publications. McIntyre has been a guest on CNBC, the BBC and television and radio stations across the country.

A magna cum laude graduate of Harvard College, McIntyre also was president of The Harvard Advocate. Founded in 1866, the Advocate is the oldest college publication in the United States.

TheStreet.com, Comps.com and Edgar Online are some of the public companies for which McIntyre served on the board of directors. He was a Vicinity Corporation board member when the company was sold to Microsoft in 2002. He served on the audit committees of some of these companies.

McIntyre has been the CEO of FutureSource, a provider of trading terminals and news to commodities and futures traders. He was president of Switchboard, the online phone directory company. He served as chairman and CEO of On2 Technologies, the video compression company that provided video compression software for Adobe’s Flash. Google bought On2 in 2009.

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