Hong Kong dailies go to war with revamps to lure new readers

<p>An English-language newspaper war in Hong Kong appears to be on the </p><p>horizon as market leader South China Morning Post rolled out a </p><p>redesigned daily while the Hongkong Standard is going for a total brand </p><p>overhaul. </p><p><BR><BR> </p><p>SCMP editor Robert Keatley said the new look initiative was undertaken </p><p>to make the paper more "user-friendly". </p><p><BR><BR> </p><p>"The paper wasn't as consistent and organised as it might have been," he </p><p>told MEDIA. </p><p><BR><BR> </p><p>Mr Keatley said that in order to rectify this, more colour and graphics </p><p>were incorporated into the layout of the paper to make it more appealing </p><p>to the eye. The editorial content was also improved with stories being </p><p>given the space it deserved. </p><p><BR><BR> </p><p>The biggest surprise came from the Sing Tao Group's English-language </p><p>paper, Hongkong Standard. </p><p><BR><BR> </p><p>In the largest brand overhaul of its more than 50-year history, the </p><p>paper will change its name to Hong Kong iMail and shrink to a </p><p>tabloid-sized publication from the end of this month. </p><p><BR><BR> </p><p>It is believed the change was made primarily because of the circulation </p><p>scandal that has dogged the daily since the late 1990s. </p><p><BR><BR> </p><p>Hong Kong iMail has also defined its readership positioning, targeting </p><p>predominantly local and overseas Chinese aged 20 to 40, compared with </p><p>the SCMP, whose readership represents Hong Kong's elite. </p><p><BR><BR> </p><p>The paper also has new blood infused into it: editor Andrew Lynch who </p><p>joined in January from the SCMP, where he was deputy night editor; and </p><p>Mr Nigel Oakins, who recently came on board as a publishing consultant </p><p>while retaining his links with the International Herald Tribune. </p><p><BR><BR> </p><p>Mr Lynch said the tabloid size would be functional in Hong Kong as a </p><p>large number of people read newspapers during their morning commute to </p><p>work. </p><p><BR><BR> </p><p>On the editorial changes, he said: "It will become more up-market, we'll </p><p>be bringing in new columnists and we will concentrate on stories that </p><p>are important and relevant to our readers. That means adding context and </p><p>depth to the news coverage." </p><p><BR><BR> </p><p>The redesign of both newspapers was conducted in-house. The SCMP's </p><p>launch of the new look was accompanied by a DDB-created TVC, which </p><p>played on the 'new is better than old' theme. </p><p><BR><BR> </p><p>McCann is also creating a TV campaign for Hong Kong iMail and that is </p><p>expected to be aired by the end of the month. </p><p><BR><BR> </p>