HK Chinese daily relaunches but holds rate down

<p>HONG KONG: Sing Pao, Hong Kong's oldest newpaper, will roll out </p><p>with a new look on November 26, which it said will offer a neutral, </p><p>general interest Chinese-language read for people in the 25 to 40-age </p><p>group. </p><p><BR><BR> </p><p>An estimated HK$12 million (US$1.5 million) has been </p><p>injected to reposition the paper at a time when its Chinese-language </p><p>rivals have been enjoying strong readership support, according to the </p><p>latest Asian Business readership Survey. </p><p><BR><BR> </p><p>Sing Pao sales and marketing director Jeannette Cheung, said the paper </p><p>would be positioning itself to win "public trust". The new-look will </p><p>feature an updated layout and improvements in the content with coverage </p><p>of finance, entertainment, sports, horse-racing and lifestyle news. She </p><p>said the paper would be looking to boost circulation from its existing </p><p>base of 94,465 copies to 120,000. </p><p><BR><BR> </p><p>Sing Pao had one of the lowest daily readership scores in ABRS, at just </p><p>six per cent compared with Apple Daily's 49 per cent and Oriental Daily </p><p>News' 35 per cent. Cheung said there would be no rate card changes and </p><p>special offers were being considered to induce trial placement. </p><p><BR><BR> </p><p>A TVC will break on November 26 and will be supported by outdoor </p><p>advertising until the end of January 2002. </p><p><BR><BR> </p>

by | 11/23/2001