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