ONLINE REPUTATION: Internet novelist Zhang Wei delivers a speech at an event in Beijing on December 19, 2009 CFP

Literary Value

Qidian.com, China's largest Internet literature website, has more than 36 million registered users and provides a huge amount of reading material. Average page views per day often hit 400 million, which indicates that Internet novels are increasing in popularity.

To meet growing demand, Internet writers often complete novels of several million words within months. The short production span of such literature might well limit its quality, compared to hard-copy works that can take years to pen.

It is perhaps for this very reason that online literature still has much to prove.

According to a recent China Internet Network Information Center (CNNIC) report, the number of local Web users reached 550 million by the end of September 2012. Among these, 190 million are readers of online literature, a 4-percent decline from 2011. Decreasing quality is blamed for the fall in numbers while the report additionally cites oversupply as the main reason behind inferior reading material.

Internet writers often receive little recognition from their more traditional counterparts. However, Zhang expresses his optimism for the list. "It shows that online literature is growing in popularity. We are getting more attention than before. The list will do much to further our cause."

Zhang is currently a member of the China Writers Association, which is rare for Internet novelists. He started writing online in 2004, and up to now, has completed more than 13 works. On average, he pens 300,000 words a month.

Focusing on magical plots, Zhang admits there is a remarkable difference between Internet literature and "serious" works.

"Most of our novels are serial, which means we can view Internet user comments while we work. Based on various opinions, we make adjustments as we go. Therefore, we maintain a healthy communication with our readers. We know what they like to read."

In fact, most online readers care little if contents are serious or not, choosing Web novels for fun or pure relaxation purposes instead. They read Internet novels the same way they eat fast food. Writing skills and word choice have become redundant in the face of unadulterated amusement .

Popular among a large number of readers, Zhang is hopeful about the future of Internet literature. "Writing online novels is becoming increasingly standardized. We have managed to establish a number of useful media industry chains." He explains, "For example, when I complete a new novel, it will be promoted by a contracted company, with print editions following. This is the trend in online publishing."

Alongside the development of information technology, paper reading may well be replaced by multimedia terminals, though it might still take a long time for that to happen, he added. CA