Having shaken up Taiwan's weekly magazine market, Hong Kong's maverick media tycoon Jimmy Lai has now launched its flagship Apple Daily newspaper.
The May 2 debut saw the paper launch with 104 pages - twice the size of its three major competitors - and sell out its initial print run of 600,000. It's likely that a free poster of an almost nude Hong Kong starlet with apples at strategic points, who featured in the paper's launch advertising campaign, was as much a draw as readers' interest in what the foreign newcomer had to offer.
Agencies have welcomed the launch, which saw competitors - China Times and United Daily News - shave their cover price from NT$15 (US 43 cents) to $10, while Liberty Times is keeping its rate but giving away 200 luxury cars to attract readers. The newcomer is priced at $5 but plans to raise its rate to $15 after a month. "Apple Daily's great just because it's different. At least there'll be a point of difference per se," said Neil Hardwick, CEO of Saatchi & Saatchi Taiwan. "By being new and not being part of the cartel", it'll shake things up a bit, he notes.
According to Apple Daily's figures, which are printed on the front of the paper, it has a circulation of 550,000 compared to an initial print run of 600,000. That's around half the unaudited circulation of existing dailies China Times (1.18 million), United (one million) and Liberty (1.2 million). Apple Daily's entry has already produced improvements on the publishing front. Liberty has started printing a full-colour paper to match Apple Daily's offer. The trio have also made design and editorial changes in response to the newcomer.
The Taiwan edition mirrors many aspects of its racy Hong Kong counterpart.
Headlines are in colour, with photo-centric layouts. It's gossip-oriented with front-page stories uncovering graft and corruption. Inside stories include bloody photos of car crash victims and gangster murders.
Agencies have welcomed the creativity and flexibility of the paper's ad department. One example of this flexibility is an arrow-shaped ad for FarEastone's Bravo service. After a strong early showing, the real test is whether the paper can keep readers coming back. Apple Daily does not have a subscription service, which is the mainstay of its main rivals.
"Apple Daily will have to try hard to develop a solid relationship with its readers. Only then will ad revenue follow, and the paper can stay healthy," says MindShare taiwan managing director Andreas Vogiatzakis.