Shin Min Daily News

Shin Min Daily News
MEDIA KIT 2013
CONTENTS
o About Shin Min
o Facts & Figures:
Readers Profile
o Benefits to
Advertisers
o Creative Options
o Advertising
Rates
o Appendix
ABOUT...
SHINMIN DAILY NEWS
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.
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
5
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.
Daily Special Features
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
6
Close Up, Geomancy & Fortune Telling, Forum
Gourmet Food, Forum
Travelogue, Health Products, Lifestyle
Product Showcase, Restaurants Reviews, City Trends
Weekender: Audio-Visual, Motoring, Shopping, Good
Bargain, Beauty, Travelogue, Home Décor, Restaurants
Boss’s Talks
Forum, Hawker Food Recommendations
Editorial Content (cont’d)
Monthly Supplement
• F&B Monthly
(last Thu of each month)
Daily Editorial Coverage
Sports pages on Football
Legal Advice column
Health tips
Horoscope
Cooking recipes
Master Hsing Yun – Words of
Wisdom
7
FACTS & FIGURES...
READERS PROFILE
ShinMin Readers
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-toread fashion, coupled with generous use of pictures and visuals.
Economically active:
67%
Median Age:
are working adults
(PMEBs, White Collars, Blue
Collars)
Base: SM (yesterday) readers aged 15+ (Estd. Pop: 473,000)
Source: Nielsen Media Index 2012
9
48
Engaged and loyal readers
80%
More than
of Shin Min readers
read at least 4 copies of Shin Min each
week
62% spend at least 30mins engaging
with the paper
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
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
BENEFITS TO
ADVERTISERS
A receptive audience for your
advertisements
Look out for
promotional
advertisements
49.6%
Advertisements seen as the main
way to learn about new products
Base: SM (yesterday) readers aged 15+ (Estd. Pop: 473,000)
Source: Nielsen Consumer Insights 2012
65.2%
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
TOTAL SHINMIN READERS
473,000
SHOULD DO MORE ABOUT MY HEALTH
342,000
MAINTAIN BALANCED DIET
302,000
Base: SM (yesterday) readers aged 15+ (Estd. Pop: 473,000)
Source: Nielsen Consumer Insights 2012
15
PAY CLOSE ATTENTION
REGULAR CHECKUPS
TO WEIGHT
191,000
289,000
A Good Choice For Durables,
Retail & FMCG Advertisers
91%
58%
Home Owners
Grocery Buyer
Base: SM (yesterday) readers aged 15+ (Estd. Pop: 473,000)
Source: Nielsen Consumer Insights 2012
16
Giving readers what they
want
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.
 Boldest News
 Entertainment
 Football Coverage
 Horse Racing
 Healthcare Tips
 Travel
 Restaurant Reviews
 Hawker Food Recommendations
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 5week 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
Background:
To advise the public
against buying
cigarettes from illegal
sources
Impact :
Using scare and
penalty as a
deterrent, to advise
the public not to
purchase
contraband
cigarettes
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.
30
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 CarFleet 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.
31
CREATIVE
OPTIONS
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
Odd shape
– diagonal across page
Advertorials
“Out Of The Box” Advertising
Concept
Cross-shaped Nihon Mura Pte Ltd
Steps National Environment Agency
“Out Of The Box” Advertising
Concept
False front cover
Odd shaped
ads
ADVERTISING
RATES
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
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
(Thur-Sun)
APPENDIX
PSYCHOGRAPHIC PROFILE
PROFILE TYPES
FINAN PLAN FOR RETIREMENT
MEN SHOULD DO HOUSEWORK
SELECT FAMILIAR BRANDS
LIKE A REGULATED LIFE
LOOK FOR VALUE FOR MONEY
ADS MAIN WAY TO LEARN NEW PRODS
BUY BRANDS I GROW UP WITH
LOOK OUT FOR PROMO ADS
GD LUCK MORE IMPT THAN HARD
WORK
Total Estd Population
Source: Nielson Media Index 2012
Note: * Does not add up to 100% as some subcategories are not listed
National population
SM Readers
84.8%
76.3%
75.0%
66.0%
70.7%
64.9%
61.5%
49.5%
83.1%
79.5%
76.1%
75.1%
71.3%
65.8%
65.5%
51.6%
25.5%
30.0%
4,035,000
473,000
DEMOGRAPHIC PROFILE
National population
PROFILE TYPES
(‘000)
SM Readers
%
(‘000)
%
AGE
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
Source: Nielsen Media Index 2012
Note: * Does not add up to 100% as some subcategories are not listed
42
48
DEMOGRAPHIC PROFILE
National population
PROFILE TYPES
(‘000)
SM Readers
%
(‘000)
%
GENDER
Male
2033
50.4
246
52.0
Female
2002
49.6
227
48.0
Source: Nielsen Media Index 2012
Note: * Does not add up to 100% as some subcategories are not listed
DEMOGRAPHIC PROFILE
National population
PROFILE TYPES
(‘000)
SM Readers
%
(‘000)
%
OCCUPATION
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
Source: Nielsen Media Index 2012
Note: * Does not add up to 100% as some subcategories are not listed
DEMOGRAPHIC PROFILE
National population
PROFILE TYPES
(‘000)
SM Readers
%
(‘000)
%
EDUCATION
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
Source: Nielsen Media Index 2012
Note: * Does not add up to 100% as some subcategories are not listed
DEMOGRAPHIC PROFILE
National population
PROFILE TYPES
(‘000)
SM Readers
%
(‘000)
%
DWELLING
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
Source: Nielsen Media Index 2012
Note: * Does not add up to 100% as some subcategories are not listed
DEMOGRAPHIC PROFILE
National population
PROFILE TYPES
(‘000)
%
SM Readers
(‘000)
%
HOUSEHOLD INCOME
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 :
Source: Nielsen Media Index 2012
Note: * Does not add up to 100% as some subcategories are not listed
S$4,820
S$3,891
DEMOGRAPHIC PROFILE
National population
PROFILE TYPES
(‘000)
%
SM Readers
(‘000)
%
PERSONAL INCOME
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 :
Source: Nielsen Media Index 2012
Note: * Does not add up to 100% as some subcategories are not listed
S$2,440
S$1,789
THANK YOU