Nanjing-based Phoenix Publishing and Media Inc recently developed a strategic cooperative partnership with the Himalaya audio-sharing platform.

With PPM's publishing resources and distribution capabilities and Himalaya's strength in technology, digital platforms, data, and online operation, the two sides will speed up the integration of traditional and new media, according to the strategic cooperation agreement.

They will cooperate in publishing online audio albums, marketing online audio books and physical books, livestreaming, and establishing audio blogs.

They will publish audio books and dramas involving history, children's literature, classic Chinese studies, and science fiction.

In recent years, PPM has been stepping up efforts to promote the integrated development of publication and established Phoenix Digital Media Ltd, which specializes in digital publication, noted Song Jishu, vice-president of PPM, at the signing ceremony.

PPM is one of the most influential and largest publishing companies in China, while Himalaya is popular among Chinese people.

In 2021, the audio-sharing platform had 268 million active users per month, a year-on-year increase of 24.4 percent. To date, it has reached cooperation agreements with about 160 leading publishing houses and more than 140 online literature platforms, including Penguin Random House and CITIC Publishing House.