SPH waves the red flag to emphasise the power of print

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