SCMP sees major facelift

It will be supported by an extensive brand campaign based on the tagline 'Make every day matter. The campaign is now running on outdoor billboards, bus sides, MTR, print and online media throughout this summer. The ads drive consumers to the campaign micro-site at www.matters.scmp.com which features further information about the content and editorial comments.

An additional interactive element drives readers to comment on pertinent news issues of the day, and is simultaneously synchronised with reader Facebook postings on the SCMP Facebook page.

Anne Wong, director of strategic marketing of SCMP explained that the evolutionary redesign has been developed to echo the reader habits of today’s more interactive and fast-paced society.

Featuring more colour, extensive use of graphics and photojournalism, more eye-catching typography and more intuitive navigation, it makes use of the latest design know-how to help readers get to the news they want more efficiently.

For advertisers, new advertising options have been presented by the redesign, and the five new tabloids In will round out the daily supplemental reading with hot topic personal interest areas covering money and investment, health and wellness, food and wine, lifestyle, fashion and shopping, plus parenting, family and education.

The news content has also been enhanced throughout, with more columns and features, including a rapid read news digest bar in each key section, a Talking Points editorial overview on page 2, an in-depth Focus feature on page 4, plus significantly enhanced Hong Kong, China and business coverage.

“Our objective is to reflect the more youthful vibrancy and vitality of the new SCMP. Our readers are sophisticated and internationally-minded decision makers, and we want to engage them more interactively as a community," Wong said, "we’re also reaching out to a broader audience of bi-lingual readers that look for trustworthy and expert opinions to help them make every day decisions, whether for business, investment or personal matters.”

Elsie Cheung, SCMP's chief operating officer adds, “Our editorial strength and credibility, combined with content that hones in on special interests, gives our advertisers a more effective platform on which to promote their goods and services.”

The newspaper redesign and content enhancements were developed following extensive research and a partnership with renowned veteran newspaper design guru, Dr Mario R. Garcia in the US, whose work with over 450 news media organisations worldwide has earned him the title of “The father of modern newspaper design”.