assignment 2 newspapers (lai lap kwan)
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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