S6 media planning and buying on

print media

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 Types of newspapers
Paid vs. unpaid newspapers
General vs. special interests e.g. horse racing,
entertainment news, economic news
Age differentiation: Young Post
Local vs. regional e.g. SCMP vs WSJ
Political stand-point: pro-China; anti-China; neutral

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 strength
High coverage
News value (current)
Short booking and production deadlines
Editorial support (i.e. having editorial people of the
newspaper to write about the product category)
Specific editorial sections for target group e.g. travel;
teachers and students
High frequency

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 weaknesses
Short life span
Lack of selectivity (compared with magazines)
Ad clutter (40-50% ad)
Low pass along rate
Low quality of paper stock

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 Newspaper trends

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 Declining Newspaper Readership In
General

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 Extension to Digital Platform Twisted the
Situation

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 Withdrawal and New Comers

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 Audience measurement
Circulation: audited vs. un-audited
Audited report by HKABC
Readership figures by Hong Kong Media Index and
Media Atlas
Readership surveys conducted often by independent
research companies

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 Hong Kong Audit Bureau of Circulations Limited
(HKABC)
 The Hong Kong Audit Bureau of Circulations Ltd.
(HKABC) is a non-profit organization managed by a
Committee comprising members appointed by the Hong
Kong Advertisers Association (2As), The Association of
Accredited Advertising Agents of Hong Kong (4As) and
Society of Publishers in Asia (SOPA), as well as
representatives elected among member publications.

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 objectives
The HKABC provides an independent system of
validation of circulation figures, ensuring that the
circulation figures of member publications are accurate,
objective and comparable

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 How are they conducted?
 member publications maintains detailed records and
documentation to prove the validity of all circulation
claims and data.
 The HKABC arranges for its appointed auditing firm i.e.
PricewaterhouseCoopers to conduct the on-site audit
 For each audit period, a detailed analysis of one particular
issue (termed the "audit issue") is carried out by the
appointed auditors.

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 HKABC audited report
http://www.hkabc.com.hk/en/index.htm

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 Newspaper ranking by
advertisers/media agencies
A total of 415 respondents participated in the Media
Spend Benchmarking Survey
advertising decision-makers
80% of client advertiser-side
20% media agency side
Conducted by “Marketing” magazine
2014

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 Results
paper circulation readers Online performance
SCMP 104,148(A) 2.1 million monthly unique
visitors; 9 million monthly page
views; 23,200 subscribers
Apple Daily 190,123(A) 1,411,000
HK Economic
Times
Headline News 861,737(A) 1,320,000
HKEJ 83,000(U)
Ming Pao 400,000

Oriental Daily News

Sing Tao Daily

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 advertising
Display ads
Classified ads
Online ads on newspaper’s website (63 formats on
Apply Daily website)

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 HEADLINE NEWS

Headline news

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 CPM
CPM=cost of an ad/estimated readership of the
newspapers in thousand

For example:
Full pay advertisement cost (FP) = $100,000
Reach audience number = 50,000
The CPM = $100,000 /50 = $2,000

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 Qualitative consideration
Credibility of newspapers and electronic media
(survey conducted by CUHK)
 Random selection of respondents using Computer
Assisted Telephone Interview (CATI)
Hong Kong People aged 18 or above and speaking
Cantonese

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 Question asked
 I will read out one by one the names of individual press and
media institutes in Hong Kong. We would like to know
how credible you think these institutes are. You can score
from 1 to 10, 1 point refers to a “very low” level of
credibility and 10 points refer to a“very high” level of
credibility. 【 randomly ordered by computer 】
 Overall, how credible do you think the press and media in
Hong Kong are? Again, 1 to 10, how many points will you
give?
 Latest figure showed in the next slide 2013

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 Credibility, News Sources and Readership:
The Case of Hong Kong Audience
Steve Guo, Huang Yu, To Yiu Ming & Fanny Chan

This study examines the relationship among three

sets of variables: credibility, news sources and
readership. A large-scale content analysis of
fourteen local daily newspapers and a survey of
2,025 Hong Kong residents were conducted.
Findings show that Apple Daily, Oriental Daily
and Ming Pao are the three most popular
newspapers in the pool.

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 Newspapers cited the most opinions from a
diversified news sources were regarded as more
credible while newspapers quoting more unnamed
sources were not necessarily perceived to be less
credible. Interestingly, not all audience will choose
the newspaper they believe to be the most credible to
read, which somehow suggest that newspaper
credibility is delinked from readership.

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 magazine advertising

local magazines
global/regional magazines

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 Magazines
(Usually) paid media
Information, education, entertainment
Specialized
Lower entry cost (compare with TV)
Over 650 titles
classified according to type and nature of audiences
e.g. lifestyle magazines, trade magazines, in-flight
magazines

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 Magazine readers’ profile
Mainly female
25-54
Working

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 Weekly Magazine

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 Monthly Magazine

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 Monthly Magazine

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 Magazines/online convergence

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 Next magazine
 first published on 15 March 1990
 a weekly mass market, general interest, news and lifestyle
magazine
 Booklet A for news and commentary; Booklet B for
entertainment and lifestyle information; one for fashion and
luxurious products

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 How much? Rate card analysis
Book A, Book B and ONE
R.O.P. vs. special positions
Fixed position premium
Advertorial premium/loading
Other ad formats: pre-printed inserts, attached sample

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 SK-II
INCREASE STOPPING POWER BETWEEN THE
PAGES
Creative of the advertisement

Contract with major clients

Cosmetic brands
Chanel , first page of advertisement on ELLE
Agreed in contract, negotiation with the publications

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 regional magazines

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 Characteristics of regional magazines
Language: English
Readers are elite classes: high income, high
educational level, professional occupation
Nearly all regional magazines have audited circulation
figures and readership surveys
Media costs very high
Editorial office does not want to be affected by ad
office (editorial independence)

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 Buying details
Loading for bleed advertising
Material specification varies
Long lead time
Country split runs (Mal/Sing/Hong edition)
Special edition or supplement planned well ahead

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 What’s a sales kit?
A comprehensive set of materials for the advertising
sales to sell the advertising space
Include:
Fact sheet (history, description, awards etc)
Rate card
Readership profile
(Audited circulation report)
Editorial calendar

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 National Geographic Magazine
Sales Kit

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 Inflight magazines e.g. CX
Discovery
available on all Cathay Pacific flights. Articles
covering a wide range of topics and destinations
StudioCX First and Business Class entertainment
guide
 Discover the Shop
inflight shopping catalogue

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 Class discussion
What types of advertisers may be interested
for this particular magazine title

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