View
2
Download
0
Category
Preview:
Citation preview
MEDIA KIT 2013 The New Paper
CONT
ENTS
o About THE NEW
PAPER o Facts & Figures:
Readers Profile o Benefits to
Advertisers o Creative Options o Advertising
Rates o Appendix
THE NEW PAPER ABOUT...
NEWS.EMOTION.WOW At a time when newspapers throughout the world are losing its younger readers, The New Paper remains the most compelling newspaper for young eyeballs.
It has the youngest readers among all newspapers with a median age of 37, against the national median of 42.
The New Paper, already known for its bold and visual presentation, enhanced its standing internationally with four top awards in 2012:
•Wan-Ifra Best in Newspaper Infographics 2012 (Gold)
•The Society for Newspaper Design in US (SND) award of excellence 2012
• Society of Publishers Asia, Excellence in Information Graphics 2012 (Honourable Mention)
• Panpa 2012 Newspaper of the Year, Marketing (Sponsorship) Award
• Wan-Ifra Asian Digital Media Awards - Newspaper photography of the year 2012 (gold), Best in Digital Photography (News) Award, Best in mobile media – mobile publishing
Readership (MI 2012) (All people aged 15+)
Circulation (Avg Jan-Dec 12)
459,000 88,000
Our Strengths • Strong in Singapore news, human-
interest reports and sports coverage.
• Passionate coverage of soccer news (UK, Europe, Asia – for example Malaysia Cup). Golf, F1 racing, and tennis are hot with our readers too.
• The tabloid-size English newspaper is published in the morning every day.
• A second edition (Sports Edition) is published to catch over-night soccer action from Europe.
Editorial Content News • Focus on the dynamism and colour of
the streets and investigative reports. We’re big on compelling news, hot button issues and talking points. We put a human face to Singapore issues through touching real-life stories.
Sports • Soccer – comprehensive
coverage of English Premier League, European soccer, South American soccer, Euro, World Cup.
Editorial Content Show • Focus on Entertainment and Lifestyle
news
Monday: Money Tuesday: Food Wednesday: Nightlife, Music Thursday: Movies Friday: Travel Saturday: Gadgets Sunday: Lifestyle
Editorial Content Show (Entertainment) • FiRST - 16-page magazine insert
focusing entirely on movie news, features, reviews and free premiums every Thursday.
• LOUD - 16-page magazine on popular music The special section appears every Tuesday.
The New Paper on Sunday The New Paper Sunday got a revamped on September 4, 2011. Sunday is exclusively about people – about the “who” more than the “what”. The newspaper, touted as a Sunday news magazine, also features more entertainment news, more fashion, sports and humorous columns.
The New Paper on Sunday - Editorial Content
*Have a Chuckle … with the largest line-up of the funniest writers *Have a Nibble … Eats, with Hed Chef Nedy Khoo’s recipes from around the world, plus hawker specials *Get Vocal … with Secret Shopper *Get Visual … with Artist’s Impression, Singapore first graphic column
*Soak in the Spectacle … more entertainment news … more fashion … more pictures *Get Confidential … with Confessions *Go Controversial … with Buzz, on the hottest issues of the week … with Booboo Box … with People stories
READERS PROFILE FACTS & FIGURES...
Age Profile
*Compared to national average of 25%
15 - 19
28% 25
% 12% 8%
20 - 29
28% 25
% 25%
17%
30 - 39
28% 25
% 17% 21%
40 - 49
28% 25
% 22% 21%
50+
28% 25
% 25%
34%
37%
Median Age
37y/o TNP readers
42y/o People 15+
15-29y/o
People aged
People 15+ TNP readers
Occupation Profile
*Compared to national average of 43%
15 - 19
28% 25%
20 - 29
21% 15% 21% 15%
30 - 39
18% 19%
50+
17% 11%
40 - 49
9% 17%
PMEBs/WC who read TNP
46% People 15+ TNP readers
Household Income Profile <$3,000
15% 21% 15%
$3,000 - $5,000
>$10,000 $5,000 - $10,000
17% 27% 28% 24%
38% 31%
17% 18%
Median Household Income
$5,568
$4,820
TNP readers
People 15+
People 15+ TNP readers
Strong credit card appeal among younger TNP readers
0000 0000 0000 0000
Your Name 00/00
30% 0000 0000 0000 0000
Your Name 00/00
35%
17%
0000 0000 0000 0000
Your Name 00/00
55% 42%
Credit Card Ownership
Use of Credit Card at least once/more than once a week
0000 0000 0000 0000
Your Name 00/00
41% 29%
Ownership of 2 or more credit cards
*Among Credit Card Holders
39%
Tend to spend more with Credit Card
People 15+
TNP readers (25 – 39 y/o)
Young TNP readers* are technology lovers
46%
I
Buying gadgets
49% 46%
73%
*Compared to national average of 27%
*Compared to national average of 56%
*Young TNP readers defined as TNP readers agd 15 – 39 y/o
Feel lost without Gadgets Love to buy new gadgets
6
13
16
11
31
24
28
41
53
48
8
17
19
21
35
37
42
53
63
66
ONLINE CHAT GROUPS/ FORUMS
MAGAZINE ADVERTISING
PAMPHLETS/FLYERS
OUTDOOR ADVERTISING/ PUB TRANSPORT
EXHIBITIONS/PROD LAUNCH/ROAD SHOWS
TV ADVERTISING
INTERNET ADVERTISING AND WEBSITES
WORD-OF-MOUTH
STORES VISITED
TNP Readers(15 - 39 y/o)
People 15+
Knowledge source of Computing Products and Models
NEWSPAPER ADVERTISING
14
12
12
11
18
28
26
49
54
39
14
16
18
21
25
41
42
56
59
59
MOBILE ADVERTISING
MAGAZINE ADVERTISING
PAMPHLETS/FLYERS
OUTDOOR ADVERTISING/ PUB TRANSPORT
EXHIBITIONS/PROD LAUNCH/ROAD SHOWS
TV ADVERTISING
INTERNET ADVERTISING AND WEBSITES
STORES VISITED
WORD-OF-MOUTH
TNP Readers(15 - 39 y/o)
People 15+
Knowledge source of Mobile Phone Brands and Models
NEWSPAPER ADVERTISING
8
12
15
19
10
24
24
46
51
43
11
13
19
20
21
35
42
55
62
63
MAGAZINE ADVERTISING
MOBILE ADVERTISING
PAMPHLETS/FLYERS
EXHIBITIONS/PDT LAUNCH/ROAD SHOWS
OUTDOOR ADV/PUBLIC TRANSPORT
INTERNET ADV & WEBSITES
TV ADVERTISING
WORD-OF-MOUTH
STORES VISITED
TNP Readers(15 - 39 y/o)
People 15+
Knowledge source of Mobile Phone Service Providers
NEWSPAPER ADVERTISING
ADVERTISERS BENEFITS TO
Compelling
Compelling and award-winning visuals
Increased eyeballs
Bold Approach
Attract and Captivate the young
Creative
Creative, value-added solutions for advertisers
Customised approach, allowing advertiser flexibility in concepts
Only newspaper to have it own Sports Bar, which can be used as a value-added service
for advertiser as an event venue
Collaborative • We listen and collaborate to suit advertiser needs
Engaging the Youths – TNP Go Guide
Credible Latest news on education
Well-read Among students and youths
Targeted Distribution platform
Efficiency Cost Effective
Engaging the Youths – TNP Go Guide
Engaging the Youths – Readers of TNP Go Guide
500,000 Readership
30% Readers aged
15 -24 y/o
34% Readers aged
25 - 39 y/o
77% Readers are GCE
‘N/O/ Level +
Engaging the Youths – Testimonials for TNP Go Guide
“The TNP Go Guide proved to be effective in
reaching our target audience and garnering
leads…”
- Bhawani Devi, MDIS
“TNP Go Guide proved to be an excellent platform for EASB to
reach out to prospective students. Thanks to their support, EASB is fast becoming a strong education
brand among Singaporeans.”
- Mark Chua, EASB
“It is a good platform to reach out to the students and we have received numerous responses for our sales
team…” - Jesslyn Aw, Kaplan
Heartbeat of Entertainment news LOUD features anything from K-pop to
Taiwanese pop to Western aristes
Comprehensive weekly magazine with interactive contests, fun facts and light entertainment reads
Instant hit with readers and advertisers since launched in 2012
OPTIONS CREATIVE
Front Page False Cover
Facing Pages
Top of Page
Odd Shapes
Sponsored Series
RATES ADVERTISING
Common Ad Rates
(Mon-Sun) FC 1 Spot B&W FP (33cm x 10col) $5,040 $3,240 $2,640 HP (17cm x 10col) $3,760 $1,960 $1,360 QP (17cm x 5col) $3,080 $1,280 $680 JP (27cm x 7col) $3,912 $2,112 $1,512
Base rate per col cm : $8.00 (Mon-Sun)
APPENDIX
Ideal in reaching out to younger consumers
Base : All people aged 15+ (National: 3,941,000, TNP: 459,000) Source: Nielsen Media Index 2012
AGE
8.0
16.6
20.6 20.7
34.1
11.8
25.1
17.0
21.6 24.6
15-19 20-29 30-39 40-49 50+
National TNPMEDIAN AGE IS 37 Figures are in %
Entertainment and Social activities are key
INTE
RNET
USAG
E OF R
EADE
RS
16.5
36.1
38.4
32.3
38.7
56.9
20.4
40.0
44.8
46.9
51.8
78.8
Listen to music
Gather pdt/service info
Participate in social networking portals
Watch movie/tv/video
General surfing
TNP Readers NationalFigures are in %
Base : All people aged 15+ (National: 3,941,000, TNP: 459,000) Source: Nielsen Media Index 2012
TNP Readers
PSYCHOGRAPHIC PROFILE PROFILE TYPES
AT 1ST DUN SUCCEED- KEEP TRYING 79 89 IMPT FOR LASTING RELATIONSHIP WITH 1 PARTNER 86 88
IMPT TO BE WELL INFORM ABOUT THING 86 86
IMPT TO CONTINUE LEARN NEW THINGS 83 86 FINAN PLAN FOR RETIREMENT 85 85 IMPT TO RESPECT TRADITIONAL CUSTOM & BELIEF 80 83
CIRCLE OF CLOSE FRENS FOR SUPPORT 82 82 PRACTICAL OUTLK ON LIFE 72 82 SEIZE OPPORTUNITIES IN LIFE 80 79 IMPT TO FEEL RESPECTED BY PEERS 75 78 CHILDREN ALLOWED EXPRESS TO FREELY 79 78 SELECT FAMILIAR BRANDS 75 77 Total 4,035,000 459,000
Source: Nielson Media Index 2012 Note: * Does not add up to 100% as some sub-categories are not listed
National population
Source: Nielson Media Index 2012 Note: * Does not add up to 100% as some sub-categories are not listed
DEMOGRAPHIC PROFILE PROFILE TYPES % (‘000) % (‘000)
15-19 yrs 323 8 54 12
20-29 yrs 670 17 115 25
30-39 yrs 831 21 78 17
40-49 yrs 836 21 99 22
50-59 yrs 689 17 69 15
60+ yrs 686 17 44 10
Median Age 42 38
National population TNP Readers
AGE
42
Source: Nielson Media Index 2012 Note: * Does not add up to 100% as some sub-categories are not listed
DEMOGRAPHIC PROFILE
43
PROFILE TYPES % (‘000) % (‘000)
Male 2033 50 280 61
Female 2002 50 179 39
National population TNP Readers
GENDER
DEMOGRAPHIC PROFILE PROFILE TYPES % (‘000) % (‘000)
PMEBs 1137 28 116 25
White Collar 603 15 96 21
Blue Collar 752 19 82 18
Students 447 11 79 17
Housewives 673 17 43 9
Retirees 256 7 16 3
National population TNP Readers
OCCUPATION
Source: Nielson Media Index 2012 Note: * Does not add up to 100% as some sub-categories are not listed
DEMOGRAPHIC PROFILE PROFILE TYPES % (‘000) % (‘000)
No formal education 70 2 0 0
Primary 593 15 14 3
GCE N/O Level 855 22 140 28
GCE A/HSC 276 7 24 5
Tertiary (Poly/Uni/Postgrad) 1,431 37 227 45
National population TNP Readers
EDUCATION
Source: Nielson 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 66 14
HDB 4 Room 1,444 36 182 40
HDB 5 Room/Exec 721 18 109 24
Condo/Pte Apt 710 18 68 15
Landed 348 9 35 8
National population TNP Readers
DWELLING
46
Source: Nielson 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$1,000 225 6 9 2
S$1,001 – 3,000 937 24 84 17
S$3,001 – 5,000 981 25 129 26
S$5,001 – 7,000 551 14 94 19
S$7,001 – 10,000 579 15 100 20
Above S$10,000 582 15 84 17
Median : S$4,315 S$5,532
National population TNP Readers
HOUSEHOLD INCOME
Source: Nielson 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$1,000 350 9 36 7
S$1,001 – 3,000 1077 28 129 26
S$3,001 – 5,000 437 11 79 16
S$5,001 – 7,000 168 4 26 5
S$7,001 – 10,000 87 2 13 3
Above S$10,000 103 3 8 2
Median : S$2,274 S$2,644
National population TNP Readers
PERSONAL INCOME
Source: Nielson Media Index 2012 Note: * Does not add up to 100% as some sub-categories are not listed
THANK YOU
Recommended