The paper has implemented what it describes as "in-depth examinations" of internal systems and external communications. The project is broader than previous reviews, sampling the opinions of all staff and is expected to last several months.
In an internal statement, the broadsheet told its employees that the aim of the initiative was to "enhance the positioning of the SCMP as the premium English-language newspaper in Hong Kong, in an ever-changing market environment in Hong Kong, the region and the web".
The paper is conducting the review with the aid of TBWA's strategic consulting arm The Disruption\ Consultancy.
The title is seeking to build on the fillip provided by Hong Kong's improving economy, which delivered a boost in revenue through increased classified advertising.
"We're coming out of this massive economic slump," said the title's director of marketing and communications, Amanda Turnbull. "There's definitely an uptick and we want to position ourselves to take advantage of that."
The rationale behind the exercise is the same as previous reviews, namely to improve the SCMP brand and performance, she added.
Turnbull said the paper was in good health and denied that it was constricted by decreasing demand for English-language journalism, dismissing the argument as a "red herring"."The langauge is not an issue as far as the advertiser is concerned, it is the demographic," Turnbull said. "What we offer is a different view... a global view for the local market and a local view for the gobal market."
Some media agencies have said that advertisers are placing less emphasis on the importance of English-language newspapers in their media schedules in favour of the Chinese-language press and other media such as outdoor and Hong Kong's proliferating magazine scene.
Turnbull said that the paper was increasing the attention it is paying to Southern China, having already published regular supplements focusing on the Pearl River Delta, which has an economy that would rank among the world's 20 largest if it were a separate country. "What we have to do is be ahead with that market," she said.
The review follows a shake-up of senior management at the paper, with former deputy editor Fanny Fung, who moved over from the local English-langauge business paper The Standard, filling the editor's chair.
The paper recently un-veiled a new look for its Life section, building on what some agencies see as increased activity from the title in recent months. Turnbull said the paper was sustaining a momentum it had built up over three years. "There are some interesting things in the pipeline," she said. "That's all I can say."