Market doubt over SPH's move into 'citizen journalism'

<P>Can traditional Asian media players realistically embrace the double-edged sword that is citizen journalism? Singapore Press Holdings (SPH) believes it is up to the challenge, launching two new channels - Wo Bao and Stomp - to tap the energy of 'citizen empowerment' and attract a younger, more interactive audience.  </P> <P>Stomp is a new online supplement to the Straits Times that features a platform of user-generated content, encouraging readers to contribute news articles, upload video tip-offs and feedback on the print edition of the title. In essence, the site leverages the following of blogs, having hired young celebrity bloggers to host their blogs on the site, as well as the popularity of online social networks. </P> <P>Advertisers can sponsor full sections of the site - packages, which begin at S$10,000 (US$6,300) per month, include banner ads, fixed tiles and leader boards. This is different to the model used by other online platforms, such as Yahoo, where advertisers pay for a set number of click-throughs. This means that ads stay on Yahoo until they have achieved a pre-determined number of clicks. Stomp, on the other hand, charges based on blocks of time. MEC manager Lisa Chua is pessimistic about the site's appeal to youths, however: "It's still an ST publication, so I think it's too 'legitimate' for people to send real stuff. They'd rather send it to myspace.com." </P> <P>Wo Bao, meanwhile, is a Chinese-language daily freesheet that also targets a younger audience: bilingual PMEBs aged 20 to 44. The initiative further segments the demographic of Chinese-language readers, who have traditionally relied on titles like ZaoBao, Wan Bao and Shin Min, all owned by SPH. </P> <P>Wo Bao ('My Paper') carries the tagline 'My life, my thoughts, my say', suggesting that the newspaper is dictated by user feedback. The interactive Eyewitness section allows users to contribute stories and tip-offs but, according to editor Goh Sin Teck, only two per week are verifiably usable. The newspaper also invites readers to review cars, restaurants, and to interview celebrities. </P> <P>Philip Tiongsan, director of consulting at Universal McCann Singapore, believes it is still too early to gauge Wo Bao's strength as a medium. "I think advertisers will adopt a wait-and-see stance on the paper. The typical numbers issue will be the first barrier that Wo Bao will need to circumvent in order to attract advertisers. And its inclusion in the audit will be critical in convincing clients to advertise." </P> <P>Stomp and Wo Bao could pick up a few tips from a successful model of citizen journalism in Asia, Korea's OhMyNews.com. The online newspaper consists of contributions from both journalists and citizens. It recently tied up with the International Herald Tribune to exchange headlines. </P> <P>Boasting half a million visits daily, editor Hong Eun-tae says that it is no coincidence that South Korea also has the world's largest penetration of broadband internet. "Three pre-requisites for citizen journalism are high-speed, widespread internet penetration, national pride, and relevant, consistent issues to report," Hong says. </P>

by | 07/12/2006