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This paper examines how China and Japan fought for supremacy in China's treaty-port English-language press during the Jinan Incident of 1928. It argues that China's defeat in this media battle was a result of the long-term, unsettled political conditions the country was experiencing. The constant changes of government thwarted China's official and non-official efforts to establish a national news network. The threat from the northern warlords and China's intricate relations with the imperialist powers deterred the Nanjing regime from formulating decisive foreign propaganda policies. In contrast, Japan, with a strong news network in China, quickly installed its version of the event in the media. Its response was fast, consistent, and intensive. Japan also took advantage of the Nanjing Incident to justify its actions in Jinan. Press opinion in the treaty ports towards the Jinan Incident was split, with the British press supporting the Japanese and American papers favouring China's case. However, Japanese accounts, with the endorsement of the British treaty-port papers, still dominated the reports in The Times of London and influenced the views of the Manchester Guardian and The New York Times. [ABSTRACT FROM PUBLISHER]