SCMP upgrades special reports for advertisers

<p>HONG KONG: The South China Morning Post (SCMP) has beefed up its </p><p>special reports unit to provide advertisers with editorial quality </p><p>comparable to the main paper. </p><p><BR><BR> </p><p>The SCMP, which distributes the supplements with the main paper, </p><p>produces about 200 each year, focusing on a range of topics from </p><p>national days to news-driven projects such as China winning the bid to </p><p>host the 2008 Olympics and, more recently, Beijing's membership in the </p><p>World Trade Organisation. </p><p><BR><BR> </p><p>The changes were more than a year in the making and the aim was to </p><p>"create reader interest combined with advertising appeal", said SCMP </p><p>director, display advertising, Pandora Ip. </p><p><BR><BR> </p><p>Deputy editor, Ray Bashford, added: "Adding quality and responding to </p><p>major news events in a timely manner gives the product more shelf </p><p>life. </p><p><BR><BR> </p><p>It also adds to the SCMP's core brand value of timely news delivery." </p><p><BR><BR> </p>