MEDIA KIT 2013 Shin Min Daily News

CONT

ENTS

o About Shin Min o Facts & Figures:

Readers Profile o Benefits to

Advertisers o Creative Options o Advertising

Rates o Appendix

SHINMIN DAILY NEWS ABOUT...

Shin Min Daily News • Established since 1967, Shin Min is the

Chinese evening daily that brings its loyal readers the latest news in the area of human interest stories and sports coverage.

• Shin Min’s reports are always brought across in an easy-to-read fashion, coupled with generous use of pictures and visuals.

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Readership (2012) (All people aged 15+)

Circulation (Avg Jan-Dec 2012)

Weekday (Mon-Sat) 473,000 Weekday (Mon-Fri) 135,000

Weekend (Sun) 488,000 Weekend (Sat-Sun) 134,000 Source: Nielsen Media Index 2012

Editorial Content Your local comprehensive paper on the community and sports

• With intensive coverage on soccer, Shin Min Sports Page has established her special niche for soccer enthusiasts.

• Recognising the Singaporean hobby of dining out, Shin Min features recipes, weekly restaurant reviews and hawker food recommendations.

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Daily Special Features

Monday Close Up, Geomancy & Fortune Telling, Forum Tuesday Gourmet Food, Forum

Wednesday Travelogue, Health Products, Lifestyle Thursday Product Showcase, Restaurants Reviews, City Trends

Friday Weekender: Audio-Visual, Motoring, Shopping, Good Bargain, Beauty, Travelogue, Home Décor, Restaurants

Saturday Boss’s Talks Sunday Forum, Hawker Food Recommendations

Editorial Content (cont’d) Monthly Supplement • F&B Monthly (last Thu of each month)

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Daily Editorial Coverage

Sports pages on Football Legal Advice column

Health tips Horoscope

Cooking recipes Master Hsing Yun – Words of

Wisdom

READERS PROFILE FACTS & FIGURES...

ShinMin Readers

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Base: SM (yesterday) readers aged 15+ (Estd. Pop: 473,000) Source: Nielsen Media Index 2012

473,000 readers engage daily with a paper that provides the latest news in the area of human interest stories and sports coverage. Shin Min’s reports are always brought across in an easy-to-read fashion, coupled with generous use of pictures and visuals.

Median Age: 48 Economically active:

67% are working adults (PMEBs, White Collars, Blue Collars)

Engaged and loyal readers

Median reading time SM SM (Sun)

MI2011 43 mins 38 mins MI2012 40 mins 37 mins

Base: SM readers aged 15+ (MI2012 Est. Pop: 473,000); SM (Sun) readers aged 15+ (MI2012 Est. Pop: 488,000) Source: Nielsen Media Index 2012

More than 80% of Shin Min readers read at least 4 copies of Shin Min each week

62% spend at least 30mins engaging with the paper

Reach household decision makers

Our readers are the ones deciding what to buy for their families.

58% of our readers are the grocery buyers in their households. This means your message will be effective in reaching those whose opinions matter.

Base: SM readers aged 15+ (MI2012 Est. Pop: 473,000); SM (Sun) readers aged 15+ (MI2012 Est. Pop: 488,000) Source: Nielsen Media Index 2012

ADVERTISERS BENEFITS TO

A receptive audience for your advertisements

Base: SM (yesterday) readers aged 15+ (Estd. Pop: 473,000) Source: Nielsen Consumer Insights 2012

Look out for promotional advertisements

Advertisements seen as the main way to learn about new products 65.2%

49.6%

SM Monthly F&B Feature F&B advertisers can leverage on Shin Min Monthly F&B feature on every last Thursday of the month to promote your special set menus, promotion or your signature dishes of your restaurant / outlet in this monthly pull-out tabloid in full colour advertisement at affordable rate.

Good Advertising Potential For The Health and Wellness Sector

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Base: SM (yesterday) readers aged 15+ (Estd. Pop: 473,000) Source: Nielsen Consumer Insights 2012

SHOULD DO MORE ABOUT MY HEALTH

342,000 MAINTAIN BALANCED DIET

302,000 PAY CLOSE ATTENTION

TO WEIGHT

289,000 REGULAR CHECKUPS

191,000

473,000 TOTAL SHINMIN READERS

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A Good Choice For Durables, Retail & FMCG Advertisers

Base: SM (yesterday) readers aged 15+ (Estd. Pop: 473,000) Source: Nielsen Consumer Insights 2012

91% Home Owners

58% Grocery Buyer

Giving readers what they want

Boldest News Entertainment Football Coverage Horse Racing Healthcare Tips Travel Restaurant Reviews Hawker Food Recommendations

Shin Min is the paper that covers the issues that the man on the ground cares about –who’s in the news, what’s happening in sports, what restaurants and hawker stalls to check out, and what latest healthcare tips to follow.

KEY POSITIONING EVENTS • [Event] Arm-Wrestling Challenge 2013 Positioning Event for SM in its 5th year in 2013

KEY POSITIONING EVENTS • [Event] Arm-Wrestling Challenge 2013 Prelim and finals held at heartland venues eg coffeeshops where public can watch the challenge and be entertained by Getai performances, on-site activities and games throughout the night. Potential Partners: Beer Co, Coffeeshop chains, Sports products

KEY POSITIONING EVENTS • [Promo/Event] SM Horse racing

campaign – “测马王”竞赛 "Predict King Challenge"

& Horse Racing Dining 2013 Positioning event held in conjunction with SM Cup “Predict King” challenge -contest for SM readers where the

best predictor of selected races will be crowned "Dining Event"- Readers event held at Turf Club for readers

to enjoy the races with good food at exclusive room at Turf Club, Potential Partners: Beer co, Turf Club

KEY POSITIONING EVENTS

• [Event] SM Go For Goals - EPL' Event

In conjunction with EPL season for popular matches and matches played around dinner time.

Potential Sponsors: FMCG, Heartland F & B

outlets

KEY POSITIONING EVENTS

• [Event] SM Fun Drive 2013 新明驾车乐 Annual 200-car convoy to Genting and new destination The annual fun drive holiday to Malaysia organised by Shin Min Daily News (SM) for the 13th consecutive year! The number of participating car grew yearly. It has since established itself as the largest self-drive event in Singapore.

KEY POSITIONING EVENTS

• [Event]歌台红星大奖 2013 “Getai” has increasing been accepted as a unique and popular culture of Singapore, with mainstream media Lianhe Wanbao and Shin Min Daily News playing a key role in celebrating and popularising it with the launch of the inaugural “Lianhe Wanbao/Shin Min Daily News Getai Awards” in 2009. The annual Award has since provided a platform where “Getai” players and artistes are recognised and honoured. Each year, the Award garners close to 60,000 public voting entries through a 5-week voting period, with more than 5,000 people attending the Grand Award Presentation which takes place in a form of a charity concert.

KEY POSITIONING EVENTS • [Event]歌台红星大奖 2013

Award Categories： -Cat 1: Most Popular Getai Host -Cat 2: Most Popular Getai Female Artiste -Cat 3: Most Popular Getai Male Artiste -Cat 4: Most Popular Getai Band -Cat 5: Most Popular Show Organiser -Cat 6: Top 10 Most Popular Getai -Cat 7: Most Popular Junior Artistes (age below 16) -Cat 8: Best Dressed Getai Artiste - judged by journalists

ADVERTISER CASE STUDIES

Guinness Stout

ADVERTISER : Singapore Custom CAMPAIGN : Contraband Cigarette

Impact : Using scare and penalty as a deterrent, to advise the public not to purchase contraband cigarettes

Background: To advise the public against buying cigarettes from illegal sources

Guinness Limited Edition Bottle

• Guinness collaborated with SM to launch their limited edition bottle to their supporters

• To do so, SM ran a contest ad where readers will have to find portions of the bottle and assemble it together and send it in via mail

• We received more than 2000 entries from SM readers

• To increase the awareness of the limited edition bottle, Guinness also ran a inverted T-Shape creative buy in SM

Guinness Contest Ads

Guinness Creative Buy

Benefits to Advertisers • With its intensive coverage on soccer, Shin Min’s Sports Page has

established a special niche for itself among soccer enthusiasts. There will be at least 2 full page reports with special features on soccer teams and analysis articles on soccer matches daily.

• Shin Min’s center-spread is especially dedicated to entertainment news

with its emphasis on pictures and an engaging visual presentation in its layout.

• In recognition of the very Singaporean hobby for dining, Shin Min has a daily column on recipes. Weekly restaurant reviews and hawker food recommendations are Shin Min’s focus features.

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Benefits to Advertisers (cont’d)

• To provide essential health information to health conscious readers, Shin Min also runs a daily health care tips column.

• A monthly supplement, “F&B Monthly” is a tabloid pull-out which includes food reviews, celebrities on food hunt, recipes, healthy eating knowledge and tips, among other food-related topics. In addition, Shin Min has been actively engaging the readers with various regular and ad-hoc activities including the annual 300 Car-Fleet Fun Drive to Malaysia and other regular Food Tours.

• Shin Min Daily News is a must-read by different members of a family, bringing them advertiser messages related to entertainment, health and wellness, shopping, food, travel and much more.

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OPTIONS CREATIVE

Full page ads Front page Full page options on

other pages

Full page ads 10.5 inch Flap between Pg 2 & 3, full page ad on Pg 3

“Out Of The Box” Advertising Concept

Advertorials

Odd shape – diagonal across page

“Out Of The Box” Advertising Concept

Steps - National Environment Agency

Cross-shaped - Nihon Mura Pte Ltd

False front cover

Odd shaped ads

“Out Of The Box” Advertising Concept

RATES ADVERTISING

RATES FOR COMMON AD SIZES (Mon-Wed) FC 2 Spot 1 Spot B&W

FP (54cm x 8col) $9,134 $7,334 $7,134 $6,134 JP (37cm x 6 col) $6,152 $4,352 $4,152 $3,152 HP (27cm x 8 col) $6,067 $4,267 $4,067 $3,067 QP (27cm x 4col) $4,534 $2,734 $2,534 $1,534

(Thur-Sun) FC 2 Spot 1 Spot B&W FP (54cm x 8col) $11,158 $8,958 $8,358 $7,158 JP (37cm x 6 col) $7,679 $5,479 $4,879 $3,679 HP (27cm x 8 col) $7,579 $5,379 $4,779 $3,579 QP (27cm x 4col) $5,790 $3,590 $2,990 $1,790

APPENDIX

SM Readers

PSYCHOGRAPHIC PROFILE PROFILE TYPES

FINAN PLAN FOR RETIREMENT 84.8% 83.1% MEN SHOULD DO HOUSEWORK 76.3% 79.5% SELECT FAMILIAR BRANDS 75.0% 76.1% LIKE A REGULATED LIFE 66.0% 75.1% LOOK FOR VALUE FOR MONEY 70.7% 71.3% ADS MAIN WAY TO LEARN NEW PRODS 64.9% 65.8% BUY BRANDS I GROW UP WITH 61.5% 65.5% LOOK OUT FOR PROMO ADS 49.5% 51.6% GD LUCK MORE IMPT THAN HARD WORK 25.5% 30.0%

Total Estd Population 4,035,000 473,000

Source: Nielson Media Index 2012 Note: * Does not add up to 100% as some sub-categories are not listed

National population

DEMOGRAPHIC PROFILE PROFILE TYPES % (‘000) % (‘000)

Age 15-19 323 8.0 14 3.0

Age 20-29 670 16.6 53 11.2

Age 30-39 831 20.6 69 14.6

Age 40-49 836 20.7 118 25.0

Age 50+ 1375 34.1 219 46.3

Median Age 42 48

National population SM Readers

AGE

Source: Nielsen Media Index 2012 Note: * Does not add up to 100% as some sub-categories are not listed

DEMOGRAPHIC PROFILE PROFILE TYPES % (‘000) % (‘000)

Male 2033 50.4 246 52.0

Female 2002 49.6 227 48.0

National population SM Readers

GENDER

Source: Nielsen Media Index 2012 Note: * Does not add up to 100% as some sub-categories are not listed

DEMOGRAPHIC PROFILE PROFILE TYPES % (‘000) % (‘000)

PMEBs 1137 28.2 78 16.5

White Collar 603 14.9 68 14.4

Blue Collar 752 18.6 169 35.7

Students 447 11.1 23 4.9

Housewives 673 16.7 83 17.6

Retirees or unemployed 348 8.6 50 10.6

National population SM Readers

OCCUPATION

Source: Nielsen Media Index 2012 Note: * Does not add up to 100% as some sub-categories are not listed

DEMOGRAPHIC PROFILE PROFILE TYPES % (‘000) % (‘000)

Primary 586 14.5 145 30.7

GCE N/O Level 933 23.1 113 23.9

GCE A/HSC 237 5.9 28 5.9

Tertiary (Poly/Uni/Postgrad) 1587 39.3 88 18.6

National population SM Readers

EDUCATION

Source: Nielsen Media Index 2012 Note: * Does not add up to 100% as some sub-categories are not listed

DEMOGRAPHIC PROFILE PROFILE TYPES % (‘000) % (‘000)

HDB 1-3 Room 812 20.1 108 22.8

HDB 4 Room 1444 35.8 220 46.5

HDB 5 Room/Exec 1001 24.8 97 20.5

Condo/Pte Apt 430 10.7 25 5.3

Landed 348 8.6 24 5.1

National population SM Readers

DWELLING

Source: Nielsen Media Index 2012 Note: * Does not add up to 100% as some sub-categories are not listed

DEMOGRAPHIC PROFILE PROFILE TYPES % (‘000) % (‘000)

Below S$1,000 184 4.6 23 4.9

S$1,001 – 3,000 893 22.1 146 30.9

S$3,001 – 5,000 961 23.8 138 29.2

S$5,001 – 7,000 584 14.5 67 14.2

S$7,001 – 10,000 685 17.0 57 12.1

Above S$10,000 728 18.0 41 8.7

Median : S$4,820 S$3,891

National population SM Readers

HOUSEHOLD INCOME

Source: Nielsen Media Index 2012 Note: * Does not add up to 100% as some sub-categories are not listed

DEMOGRAPHIC PROFILE PROFILE TYPES % (‘000) % (‘000)

Below S$1,000 322 8.0 59 12.5

S$1,001 – 3,000 1108 27.5 176 37.2

S$3,001 – 5,000 540 13.4 46 9.7

S$5,001 – 7,000 216 5.4 17 3.6

S$7,001 – 10,000 100 2.5 3 0.6

Above S$10,000 86 2.1 2 0.4

Median : S$2,440 S$1,789

National population SM Readers

PERSONAL INCOME

Source: Nielsen Media Index 2012 Note: * Does not add up to 100% as some sub-categories are not listed

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