Newspaper

Media Media –

Lecture 2

Newspaper in our life

Newspapers fulfilled two important Newspapers fulfilled two important roles in our life: roles in our life:

They served as a watchdog (They served as a watchdog (監視者監視者 )) on the government and on the government and

Provided perspective and information Provided perspective and information about the daily and weekly activities about the daily and weekly activities of our communities (of our communities (社區社區 )). .

Newspaper in our life

What you look for in the news and where you What you look for in the news and where you go to find it depends on who you are and go to find it depends on who you are and what things are important in your life. what things are important in your life.

News content can be found both in print and News content can be found both in print and online, and has competition from other online, and has competition from other sources, such as television and radio. sources, such as television and radio.

It is important for newspaper managers to It is important for newspaper managers to make newspaper more interesting to read.make newspaper more interesting to read.

Rise of Penny Press

In the early 1830s, a new class of In the early 1830s, a new class of newspapers targeted to lower and middle-newspapers targeted to lower and middle-class audiences earned the name class audiences earned the name penny penny presspress because they were sold for a penny because they were sold for a penny a copy. a copy.

In addition to traditional news about In addition to traditional news about commerce and politics, they included commerce and politics, they included lively stories about social life in the lively stories about social life in the city.city.

The Market S

tructure

Today’s Mark

et

Structure

The Market Structure

The major type of newspaper exists in The major type of newspaper exists in Hong Kong is the daily newspaper. Hong Kong is the daily newspaper.

The daily newspaper is usually found in The daily newspaper is usually found in large markets, has a large staff, and large markets, has a large staff, and covers local, national, and covers local, national, and international news from a variety of international news from a variety of sources.sources.

Market Structure

Newspapers are considered Newspapers are considered vehicles of mass vehicles of mass communication communication that target that target generalized audiencesgeneralized audiences within a within a local geographic local geographic areaarea. .

Market Structure

The market relationship between The market relationship between newspapers and their buyers is newspapers and their buyers is based on costs, competition, based on costs, competition, and availability of substitute and availability of substitute products (products (代替品代替品 )), such as , such as other newspapers, television other newspapers, television news programs and websites.news programs and websites.

Market Structure

a) a) AvailabilityAvailability of newspapers of newspapers choices within the market.choices within the market.

b) b) ProbabilityProbability that buyers will that buyers will substitute products in the market.substitute products in the market.

c) c) Number of barriersNumber of barriers new firms face new firms face when trying to enter the market.when trying to enter the market.

Audience Dem

and in Newsp

aper Market

Today’s Mark

et

Structure

Audience Demand in Newspaper Market Today, newspaper editors must Today, newspaper editors must serve a more diverse (serve a more diverse (多變的多變的 ) ) audience, and they face great audience, and they face great difficulty in selecting the difficulty in selecting the specific content to satisfy specific content to satisfy the demand of their market. the demand of their market.

Audience Demand in Newspaper Market Newspapers have the advantage of Newspapers have the advantage of thorough (thorough (透徹的透徹的 )) coverage ( coverage (覆蓋範覆蓋範圍圍 )) and analysis, but television and analysis, but television and radio have rich visual and and radio have rich visual and auditory stimuli and allow for auditory stimuli and allow for viewers to multi-task, such as viewers to multi-task, such as cooking in a kitchen while cooking in a kitchen while listening to Commercial Radio Two.listening to Commercial Radio Two.

Audience Demand in Newspaper Market Newspaper publishers have to decide Newspaper publishers have to decide whether to continue as mass media whether to continue as mass media or to turn toward segmented or to turn toward segmented audiences. audiences.

Newspaper managers should identify Newspaper managers should identify that newspaper is not just for that newspaper is not just for news, because the demand for news, because the demand for content will be wide ranging. content will be wide ranging.

Audience Demand in Newspaper Market Diversifying lifestyles, Diversifying lifestyles, economic backgrounds, gender, economic backgrounds, gender, education, and ethnic origins education, and ethnic origins of reporter and editors can of reporter and editors can help newspaper managers help newspaper managers respond to audience demand respond to audience demand effectively. effectively.

Supplying th

e Audience’s

Demand

Today’s Mark

et

Structure

Competition

Newspapers compete with other papers and Newspapers compete with other papers and media outlets for audiences, advertising media outlets for audiences, advertising revenues, and breaking stories. revenues, and breaking stories.

Competition ensures that communities hear Competition ensures that communities hear more than one editorial point of view, more than one editorial point of view, pushes reporters to be more creative and pushes reporters to be more creative and aggressive, and forces newspapers to aggressive, and forces newspapers to spend money on improvements to attract spend money on improvements to attract readers.readers.

Declining Credibility

Newspaper content has credibility with readers Newspaper content has credibility with readers when readers believe what they read. when readers believe what they read.

If a newspaper reporter or company has no If a newspaper reporter or company has no credibility with readers, the readers will not credibility with readers, the readers will not trust the facts and opinions about which the trust the facts and opinions about which the reporter writes or that the newspaper reporter writes or that the newspaper publishes. publishes.

The decline in newspaper credibility has become The decline in newspaper credibility has become a primary issue facing newspaper business.a primary issue facing newspaper business.

Business of

Newspaper

Business of Newspaper

Newspapers depend primarily on Newspapers depend primarily on advertising for support. advertising for support.

Subscriptions and newsstand sales Subscriptions and newsstand sales account for only a small percentage of account for only a small percentage of newspaper income. newspaper income.

Newspaper companies are looking for new Newspaper companies are looking for new ways to make money, rediscover and ways to make money, rediscover and expand on some new ideas including: expand on some new ideas including:

Business of Newspaper

A) Technology – News Online A) Technology – News Online

B) Culture: Young Readers B) Culture: Young Readers and diversity and diversity

C) Innovation: FOC C) Innovation: FOC NewspapersNewspapers

Technology – News Online Most newspaper publishing companies have Most newspaper publishing companies have launched electronic delivery of news and launched electronic delivery of news and newspapers to capture new audiences for newspapers to capture new audiences for the information they gather. the information they gather.

Newspapers arriving on-screen at Newspapers arriving on-screen at computers is just part of the reader-computers is just part of the reader-friendly future, according to many friendly future, according to many industry analysts. industry analysts.

EXAMPLEIn the U.S., online editions In the U.S., online editions publish publish shorter highlights shorter highlights of the day’s news, as of the day’s news, as well as special features that don’t well as special features that don’t appear in the daily newspaper. appear in the daily newspaper.

Bulletin boards offer subscribers the Bulletin boards offer subscribers the chance to discuss the newspaper’s movie chance to discuss the newspaper’s movie reviews, and to get more information on reviews, and to get more information on subjects that appear in the online subjects that appear in the online edition. edition.

Culture: Young Readers and diversity

Newspaper must Newspaper must begin to attract begin to attract young readersyoung readers to ensure their to ensure their future. future.

Culture: Young Readers and diversityBefore television gained Before television gained popularity, young people learned popularity, young people learned the newspaper reading habit from the newspaper reading habit from their parents. their parents.

With television’s arrival, families With television’s arrival, families began to move away from newspaper began to move away from newspaper as their source entertainment.as their source entertainment.

Culture: Young Readers and diversityVarious strategies have been Various strategies have been tried to lure young readers tried to lure young readers back to newspapers, including back to newspapers, including specially targeted websites, specially targeted websites, niche tabloids, front page niche tabloids, front page redesign, and reading redesign, and reading programs in schools programs in schools

Culture: Young Readers and diversityHowever, large newspaper However, large newspaper organizations have become organizations have become much more interested in much more interested in attracting diverse attracting diverse audiences to maintain a audiences to maintain a steady audience base.  steady audience base.  

Culture: Young Readers and diversity

If you were a newspaper publisher, how would If you were a newspaper publisher, how would you attract young readers?you attract young readers?

What would cause you to read a newspaper?What would cause you to read a newspaper?

Do you think newspaper publishers could use Do you think newspaper publishers could use the internet more effectively to build the internet more effectively to build audience loyalty?audience loyalty?

If so, how would you do that?If so, how would you do that?

Are newspapers worth preserving, or are they a Are newspapers worth preserving, or are they a dying medium?dying medium?

If you were analyzing these trends as a If you were analyzing these trends as a newspaper editor, how would you address the newspaper editor, how would you address the issue?issue?

Innovation: FOC Newspapers A free-of-charge daily newspaper has A free-of-charge daily newspaper has been introduced in Hong Kong for a few been introduced in Hong Kong for a few years. years.

This has increased the competition of This has increased the competition of the newspaper business in the industry. the newspaper business in the industry.

FOC newspapers also change the habit of FOC newspapers also change the habit of audiences and the strategies of audiences and the strategies of advertisers. advertisers.

Metro Daily（

都市日報）

FOC Newspape

rs

Metro Daily（都市日報）

Metro Daily was launched on April 15, Metro Daily was launched on April 15, 2002. It is distributed free-of-charge 2002. It is distributed free-of-charge from Monday through Friday in MTR from Monday through Friday in MTR stations* and other key central stations* and other key central locations. locations.

These locations are popular commercial These locations are popular commercial or residential areas flooded with young or residential areas flooded with young urban white collars of well-mixed urban white collars of well-mixed profile of income and educationprofile of income and education

Metro Daily（都市日報）

Based on the circulation figures of Based on the circulation figures of Hong Kong Audit Bureau of Hong Kong Audit Bureau of Circulations, Metro has a daily Circulations, Metro has a daily circulation of more than 340,000 circulation of more than 340,000 copies. 64% of Metro Daily readers are copies. 64% of Metro Daily readers are aged 15-44. The gender division is 48% aged 15-44. The gender division is 48% male and 52% female. 30% of Metro male and 52% female. 30% of Metro Daily readers are University graduated Daily readers are University graduated and 72% are employed.and 72% are employed.

FOC Newspape

rs

The Standard

The Standard

Published by Sing Tao Holdings Published by Sing Tao Holdings (Ltd), The (Ltd), The The StandardThe Standard is is tailored for a new segment of tailored for a new segment of readers – the “Centralists” – readers – the “Centralists” – business people and young business people and young professionals with high quality professionals with high quality lifestyles and high spending lifestyles and high spending power. power.

The Standard

Its handy tabloid size, Its handy tabloid size, snappy layout and vibrant snappy layout and vibrant graphics deliver the news in graphics deliver the news in an easy-to-use, colorful and an easy-to-use, colorful and compelling format. compelling format.

The Standard

The StandardThe Standard is widely distributed in is widely distributed in main business districts, including main business districts, including Central, Admiralty, Causeway Bay, Central, Admiralty, Causeway Bay, Quarry Bay and Tsim Sha Tsui, as well Quarry Bay and Tsim Sha Tsui, as well as commercial buildings, residential as commercial buildings, residential areas, business and sports areas, business and sports associations, schools, universities, associations, schools, universities, airlines and top hotels. airlines and top hotels.

Newspaper Co

ntent

Newspaper Content

Newspapers contain a variety Newspapers contain a variety of information, most of which of information, most of which is not news. The information is not news. The information falls into five broad falls into five broad categories: advertising, categories: advertising, opinion materials, news, opinion materials, news, graphics and photojournalism. graphics and photojournalism.

Advertising

Advertising in print newspapers Advertising in print newspapers includes three major types: includes three major types:

a)a)Classified ads (Classified ads ( 分類廣告分類廣告 ), ),

b)b)Display ads, and Display ads, and

c)c)Inserts (Inserts (插頁廣告插頁廣告 ) )

Classified Advertisements Classified advertisements Classified advertisements are the lists of ads set in are the lists of ads set in small type that advertise small type that advertise jobs, and items for sale jobs, and items for sale

Display Advertisements Display advertisements found Display advertisements found throughout (throughout (遍佈遍佈 ) the paper, ) the paper, incorporate (incorporate (混合混合 )) photographs, drawings and photographs, drawings and large type large type

Inserts

Inserts which are similar to Inserts which are similar to small catalogs, most often small catalogs, most often advertise merchandise for advertise merchandise for sale at department stores and sale at department stores and supermarkets. supermarkets.

Opinion

Opinion appears on the Opinion appears on the editorial pages. On these editorial pages. On these pages, editorial writers, pages, editorial writers, political pundits (political pundits ( 權威者權威者 )), and , and local citizens express their local citizens express their opinions about current opinions about current political and social issues. political and social issues.

Opinion

These pages make up the heart These pages make up the heart of the marketplace of ideas (of the marketplace of ideas ( 自自由言論市場由言論市場 )). Ideas exchanged . Ideas exchanged through editorial material through editorial material allow the community to explore allow the community to explore better ways for people to live better ways for people to live together. together.

News

The bulk of non-advertising The bulk of non-advertising information is news. information is news.

News includes features, current News includes features, current events, investigative series, events, investigative series, local and international news.local and international news.

Graphics

The term graphics covers a range of The term graphics covers a range of newspaper content, from the information newspaper content, from the information graphics that present data in tables and graphics that present data in tables and graphs to comics and political cartoons. graphs to comics and political cartoons.

Currently, newspapers use graphics Currently, newspapers use graphics extensively to create visual interest extensively to create visual interest and to communicate complex ideas and and to communicate complex ideas and data.data.

Photojournalism相片新聞學

Photojournalism, which integrates Photojournalism, which integrates words and photographs, attempts to words and photographs, attempts to explain people’s behavior and the explain people’s behavior and the nature of the world. nature of the world.

Effective photojournalism involves Effective photojournalism involves skilled editing and assumes that skilled editing and assumes that informing the public is essential informing the public is essential (( 不可缺少不可缺少 ).).

Photojournalism is capable (Photojournalism is capable ( 有有能力能力 )) of powerfully affecting of powerfully affecting an audience’s interpretation an audience’s interpretation (( 解釋解釋 )) of an event and often of an event and often defines public memory. defines public memory.

EXAMPLE

Many people’s memories of Many people’s memories of September 11, 2001, are defined September 11, 2001, are defined by the photograph of by the photograph of firefighters raising the flag firefighters raising the flag at the site of the World Trade at the site of the World Trade Center. Center.

Photojournalism

Photojournalism may be more Photojournalism may be more critical to society than other critical to society than other forms of photography because forms of photography because its goal is to alter our vision its goal is to alter our vision of the world and it is mass of the world and it is mass distributed. distributed.

Technology and the Future Newspapers have shown their Newspapers have shown their ability to appeal to changing ability to appeal to changing audiences, adapt to growing audiences, adapt to growing competition, and continue to competition, and continue to attract advertisers. attract advertisers.

Technology and the Future Reporters in the field will send most of Reporters in the field will send most of their stories from portable computers their stories from portable computers through cellular telephones (through cellular telephones ( 手提電話手提電話 ) ) in the cars, without needing a telephone in the cars, without needing a telephone line for their computer hookup (line for their computer hookup ( 接線接線 ). ).

Photographers will use video and digital Photographers will use video and digital cameras, sending their pictures to the cameras, sending their pictures to the newsroom electronically.newsroom electronically.

Technology and the Future Newspapers will expand profits Newspapers will expand profits by selling more of the by selling more of the information they gather. information they gather.

Once a story is in a computer, Once a story is in a computer, the information can be sold to the information can be sold to people who want that people who want that information. information.

Technology and the Future Advertisers will be able to choose Advertisers will be able to choose their audiences more selectively. their audiences more selectively.

Cheaper production methods could Cheaper production methods could mean that the cost of starting a mean that the cost of starting a newspaper will decrease, which newspaper will decrease, which could increase the number of free-could increase the number of free-of-charge newspapers.of-charge newspapers.

Technology and the Future Lower costs for information Lower costs for information systems will mean that more systems will mean that more newspapers will be able to newspapers will be able to afford more computer afford more computer technology. technology.

Newspaper

Media Market

ing –

Tutorial 2

FOC Newspapers

Choose one of the following FOC Newspapers and  Choose one of the following FOC Newspapers and  

a) Discuss its marketing impact in terms of target groups, newspaper a) Discuss its marketing impact in terms of target groups, newspaper contents and competition within the industry. contents and competition within the industry. 

b) Suggest different innovative (b) Suggest different innovative (創新創新 )) ways to execute the media ways to execute the media marketing for the newspaper. marketing for the newspaper. 

A) Hong Kong Headline (A) Hong Kong Headline (頭條日報頭條日報 ) ) 

B) Metro Daily (B) Metro Daily (都市日報都市日報 ) ) 

C) AM 730 C) AM 730 

D) The StandardD) The Standard