The first audited circulation figures for Hong Kong's newest free dailies have...
8 December 2005
South China Morning Post
The first audited circulation figures for Hong Kong's newest free dailies have confirmed a new dynamic in the intensifying battle for newspaper readership and advertising revenue.
Hong Kong Audit Bureau of Circulations this week issued official circulation reports for Sing Tao News Corp's Headline Daily and property agent boss Shih Wing-ching's am730 for the period from August 1 to October 24. Headline's average daily circulation for the period was 521,365 copies while am730's was 254,282.
"The audited figure met our target," am730 marketing director Agnes Chan said.
Ms Chan added the current daily circulation was about 260,000 copies and its distribution network had extended to all stations along the East Rail and Ma On Shan extension of Kowloon-Canton Railway Corp.
Headline chief editor Siu Sai-wo said an official circulation of more than 500,000 a day had secured a stable group of clients.
"Our advertising to editorial is more than 50 per cent," he said.
Analysts said the audited figures and other survey data would boost client confidence to spend with the newcomers.
Some newspaper circulations in the first half of this year jumped more than 5 per cent, which was expected to lead to a rise in the rate card for some paid dailies next year.
"The exposure of the free dailies is much higher than paid dailies," said Tsang Kam-ching, the chief executive of media agent Mindshare Hong Kong.
Ming Pao Daily News sold 8 per cent more copies over last year at 103,700. Hong Kong Economic Times' audited circulation was up 6 per cent over the same period at 85,593 copies.
But Next Media's Apple Daily average audited circulation in the first six months of this year was 343,187 copies, down 1 per cent from the same period last year.
8 December 2005
South China Morning Post
The first audited circulation figures for Hong Kong's newest free dailies have confirmed a new dynamic in the intensifying battle for newspaper readership and advertising revenue.
Hong Kong Audit Bureau of Circulations this week issued official circulation reports for Sing Tao News Corp's Headline Daily and property agent boss Shih Wing-ching's am730 for the period from August 1 to October 24. Headline's average daily circulation for the period was 521,365 copies while am730's was 254,282.
"The audited figure met our target," am730 marketing director Agnes Chan said.
Ms Chan added the current daily circulation was about 260,000 copies and its distribution network had extended to all stations along the East Rail and Ma On Shan extension of Kowloon-Canton Railway Corp.
Headline chief editor Siu Sai-wo said an official circulation of more than 500,000 a day had secured a stable group of clients.
"Our advertising to editorial is more than 50 per cent," he said.
Analysts said the audited figures and other survey data would boost client confidence to spend with the newcomers.
Some newspaper circulations in the first half of this year jumped more than 5 per cent, which was expected to lead to a rise in the rate card for some paid dailies next year.
"The exposure of the free dailies is much higher than paid dailies," said Tsang Kam-ching, the chief executive of media agent Mindshare Hong Kong.
Ming Pao Daily News sold 8 per cent more copies over last year at 103,700. Hong Kong Economic Times' audited circulation was up 6 per cent over the same period at 85,593 copies.
But Next Media's Apple Daily average audited circulation in the first six months of this year was 343,187 copies, down 1 per cent from the same period last year.