SPH waves the red flag to emphasise the power of print

Singapore Press Holdings recently published all five of its morning newspapers in red ink to demonstrate to people that print can be as dynamic as other new media and that its readership is increasing. Throughout all of the papers, everything that would normally have appeared in black, such as mastheads, editorial text and even classified ads, were printed in red. While it might have been hard on the eyes of readers, the one-day campaign made its point. House ads on the inside of the publications explained the purpose of printing in red with the lines: "What's black and white and read all over? Singapore's newspapers. Now read more than ever." Mr Kenneth Yap, group account director at Leo Burnett, which was the agency that came up with the idea, told MEDIA, "The objective of the campaign was to correct the public's misconception that newspapers are a thing of the past, especially with the introduction of other new media like cable TV, new channels like ChannelNews Asia and Sports City and the invasion of the Internet: "The message, very single mindedly, made the point that the readership of newspapers is still increasing despite the invasion of these new media." The 'red' newspaper campaign was a one-off initiative and would not be used again.

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