China Daily is getting some competition now with a new English-language paper called Global Times.
It just launched today with a big bash in a hotel this evening.
The new paper is part of China's plan to use its soft power to influence the world.
But will it work?
As soon as people hear "state media" attached to any mainland Chinese outlet, the sirens psychologically go off and dismiss it as propaganda.
Should we immediately discount it?
Most people believe state media is one-sided even though they claim to give a more balanced view for foreigners to "understand more about China". Some critics have the theory that if you tell a lie 100 times it becomes fact.
And then there are the China watchers who are intrigued by the way some stories are written, looking at the articles as coded messages hinting what officials and leaders are saying with regards to a certain issue or policy.
But the majority of people outside of China have never been to the country and don't understand how it works or why things are worded the way they are mostly thanks to difficult translations and the naive perceptions the Chinese have of foreigners.
People from overseas are usually called "foreign friends", a cringe-worthy term that simultaneously points out our differences yet at the same time urges us to not be the bad cop.
Unfortunately the Chinese -- the government -- doesn't understand that for the majority of people outside of China, freedom of the press is crucial in terms of credibility. No matter how many new papers are launched, or an Al Jazeera-type news broadcast are aired, the intended audience won't believe them without a big dose of skepticism.
Until the government cuts its links with the media and these organizations are free to report on whatever they want will people -- both foreigners and Chinese -- really take China seriously.
When that will happen nobody knows.