Assignment 2 newspapers (lai lap kwan)

LAI LAP KWAN SWENA 20129856

Introduction to Communications

Newspapers

Roles of newspapers

Provide news, entertainment and advertising content to readers

Provide an audience for advertisersCapture customers’ attentionEarn advertiser’s money

Evolution of newspapers

Traditional Newspaper

s

Free Newspaper

s

Online Newspaper

s

Some of traditional newspapers and free newspapers also provide online versions!

Types of Traditional Newspapers(Chinese Language)

The Sun Hong Kong Daily News

Sing Pao Daily News Ta Kung Pao

Ming Pao Wen Wei Po

Hong Kong Economic Journal 主場新聞

Oriental Daily News Kung Kao Po

Apple Daily Hong Kong Economic Times

Hong Kong Commercial Daily

Types of Traditional Newspapers(English Language)

South China Morning PostThe StandardChina Daily Hong Kong EditionThe Sunday ExaminarCareerTimesIBTimes HK English

Types of Free Newspapers

Headline Dairy (頭條日報 )Metropolis Dairy (都市日報 )am730 Sky Post (晴報 )Sharp Daily (爽報 )The Standard大紀元時報

The Circulation Rate

Nature of Free Newspaper

1. Wide coverage More distribution channel Seven types of Free Newspaper distribution

in different areas Shopping centre House lobby Bus stop Bustling street

Good Point!

Nature of Free Newspaper

2. More advertisement types can be used

Advertisers publish different kinds of advertisement in Free Newspaper

Coupons Ad. including questionnaire

Good Point!

Nature of Free Newspaper

3. Easy to capture readers’ attention

Different typesetting of the print ad can capture the audience easily

e.g. some of the ad will publish in the middle of the page

Good Point!

Nature of Free Newspaper

1. Inability to build up the customer’s preference

Many ad in free newspaper can only acquire attention but can hardly further enhance their preference among the brand / products

Bad Point!

Nature of Free Newspaper

2. Advertiser cannot control the content of free newspaper

The free newspaper publisher have their own right to choose the content

The ad may not match their content, so it may affect people to receive message

Advertising clutter Bad Point!

Reference

http://ivythesis.typepad.com/term_paper_topics/2010/10/compare-contrast-traditional-newspaper-and-free-newspaper.html

http://en.wikipedia.org/wiki/List_of_newspapers_in_Hong_Kong