As part of the campaign, internet users have been offered free access to scmp.com this month. The idea is to encourage new users and non-subscribers to trial the additions to the website on the first anniversary after its transition from a free to subscription model.
According to Christopher Axberg, publisher of scmp.com, the website has 17,000 paid subscribers. It offers news updates throughout the day, e-newsletters, news on PDA, special reports and 10 free archived articles for an annual fee of US$32.
"The focus of the site is on Greater China. We've added a news digest of stories compiled from Chinese-language publications and translated these into English. It's about customising the content for our readers," said Axberg.
He said the site would also carry links to other international news sites, including the Financial Times' ft.com.
Another addition to the online edition is a 'Talkback' section, where readers can have their say on topical issues, and an 'interactive' Greater China map featuring economic, geographic and environmental details.
The marketing campaign includes a series of print ads in SCMP and online banners ads on media websites. Developed by Hong Kong-based agency Doremus, the print ads hinge on the tagline, 'You'll be wishing February had more days'. A 'mercury bar' on the homepage will count down the minutes and seconds until the end of the 'free' drive in February, while promotional emails have been sent to subscribers and registered users. A leaflet in the shape of a PDA will be inserted into copies of the Technology Post and distributed at Sony outlets. Subscribers who sign up or renew their subscriptions before the end of March stand a chance to win a Sony PDA.
The subscription revenue from scmp.com will cover the cost of producing the website, said Axberg. "The focus this year will be to bring information to agencies and advertisers in Hong Kong to show what we can do with advertising online. There will also be more advertisers, such as during the Hong Kong Rugby Sevens, which you will see using both the online and offline channels this year."
The SCMP launched its site in 1996 and revamped it in 1999 with additional content and an archived database.