Against a slumping print advertising market, Sing Tao has changed its editorial direction to focus on issues which affect the middle class, from declining property prices, the cost of utilities and transportation and stock market investments in today's depressed economy.
The daily had previously promoted itself as a "comprehensive read, according to Conrad Chiu, chief executive officer of Market Catalyst, which created Sing Tao's repositioning campaign. "They realised that if they wanted to be a paper for the middle class, they had to be vocal about it and take up issues for this voiceless class, Chiu said.
The TV campaign features a different question, over a 10-day period, on issues that affect the middle class. Questions include having a child in the current economic climate, investing in property and if transport operators and utility companies should slash rates.A prize is being offered to encourage viewers to call back with their answers, which then form the basis of stories in the paper.
The print market has been severely affected by the downturn. Although Nielsen Media Research said print adspend had risen 15 per cent, its estimate did not include deep discounts currently in place.
