THE STRAITS TIMES MEDIA KIT 2013
CONTENTS
o About The Straits Times o ST Magazines & Supplements o Facts & Figures: Readers Profile o Benefits to Advertisers o Creative Options o Advertising Rates o Appendix
ABOUT... THE STRAITS TIMES
OVERVIEW o
Being a newspaper of choice for 167 years, The Straits Times is the English national flagship newspaper in Singapore.
o
It is the most-read newspaper title in Singapore - 1.25m readers in 2012 with a P15+ reach of 31% of the 4.04m population.
o
It is also the highest newspaper in Singapore.
circulated
Readership (MI 2012)
Circulation
1.251m
337,479
(All people aged 15+)
(Avg 2012)
Overview o
ST has been serving Singapore since 1845. It is a national newspaper with a trusted source of news and views on things that matter to its readers, whenever and however they want to read it – in print, online, or on tablets or mobile devices.
o
It has a 167-year commitment to deliver reliable news and credible views on developments in Singapore, and around the world.
o
ST showcases original content from its team of brandname writers, in Singapore, as well as in its network of bureaus around the world.
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It has an extensive coverage of world news, Asia and Southeast Asia news, home news, sports news, financial news and lifestyle updates.
Overview o
ST undergo a revamp on 18 May 2012 on its print version. It now has a new, more contemporary-looking masthead, to reflect the paper's ethos – deeply rooted, but modern and forward-looking.
o
It also has a refreshed the look on Page 1 and the front pages pack in more of the latest news and what it means to readers. It introduced a new page called ‘The News in 5 Minutes’ to summarise the top stories so readers can get a quick wrap-up at the start of the day. It also devotes more space for commentaries in its ‘Opinion’ pages, as well as for letters in the ‘Forum’ pages.
o
It has several ‘Top of the News’ pages of the most significant news of the day and focuses on the very best stories that matter to readers, giving them the news and interpreting how this will affect them.
Positioning o
The Straits Times’ central theme is “A Part of My Life”.
o
With digital content included in the mix, ST is positioned as the brand that builds rapport with readers from all walks of life, with different lifestyles, habits and needs, over different media platforms by being a part of their everyday life.
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Strength of ST – It’s a “trusted source of information".
Sections Weekdays - 3 sections:
– Sect. A: Top of the News,
Saturdays - 5 sections: • Sect. A: Top of the News,
World, Asia, Opinion, Forum
– Sect.B:Home,Money, Sports – Sect. C: Life! Classified section Recruit section Weekly magazines
• • •
Digital Life (Wed) Mind Your Body (Thurs) Urban (Fri)
World, Forum
Asia,
• • •
Sect. B: Home
•
Sect. E: Life!
Opinion,
Sect. C: Money,Sports Sect. D: Saturday Special Report
Student magazines • IN magazine (Monday) • LITTLE red dot (Tuesday)
Daily Focus in Life!/Lifestyle Weekly Editorial Features
Monday People - loads of celebrity news, profiles and eye candy from Hong Kong, Taiwan, Japan, China, Korea, Hollywood & Bollywood. Review – reviews of the previous weekend’s events, eg. concerts, etc Tuesday
Arts – news, previews & reviews of arts events Travel-reader-friendly news, views and guides on travel (supplement) Wednesday Movies - our reporters meet the stars and tell you what to catch at the cinemas.
Daily Focus in Life!/Lifestyle Thursday Music - from CD reviews to music charts to interviews. Friday Weekend – picks on the best places to go, movies to watch and things to do this weekend Happenings – info on coming gigs, sports events, talks, classes, food, festivals, arts, films, contests, tours.
Daily Focus in Life!/Lifestyle Saturday Motoring - our motoring team test-drives the latest models. Home & Garden - showcases the gardens & interior decor of Singapore homes. Sunday Sundaylife! - something for everyone with stories on lifestyle happenings, health, fashion, food, entertainment and columns through its popular Live, Connect, Go, Reflect, Relax, Read and Taste pages.
THE STRAITS TIMES MAGAZINES & SUPPLEMENTS
Magazines & Supplements
Three weekly specialty magazines Digital Life (Wednesday), Mind Your Body (Thursday) and Urban (Friday), complement the main paper and provide value add to its readers and advertisers.
For the younger readers, there are 2 educational supplements – IN for secondary school students on Mondays and Little Red Dot for upper primary students on Tuesdays.
ST’S Digital and Online Entities o
ST’s online version, www.straitstimes.com.sg, won the Gold medal for “Best in Online Media for a Newspaper Website” at the Asian Digital Media Awards 2012. ST Breaking News will deliver allday news updates and blogs by ST journalists through ST Digital, a paid site. An online classifieds website can also be found at www.st701.com.
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An interactive portal STOMP (Straits Times Online Mobile Print) connects & engages readers via the Internet (www.stomp.com.sg) and mobile phone.
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A free interactive Web TV service, ST RazorTV offers the latest news, video-on-demand and lifestyle programmes at www.razortv.com.
ST’S Digital and Online Entities o
The ST App features the Print Edition and the latest News, Stocks, Weather and Photos. The app is designed for iPhone, Android hp & iPad.
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The ST apps both provide interactive access to ST's comprehensive news coverage – including commentaries, analyses and videos from its multimedia news portal RazorTV – on the go.
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Users can access a 7-day archive of past editions, while a breaking-news feature provides real-time news updates.
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ST.com launched a free email news service in Oct 12 to alert readers on the top stories daily, which they can read on smartphones, PCs or tablets.
ST’S Other Media Platforms o
ST also be reach out to engage readers online through various social media channels, including our Facebook page and Twitter feed, as well as through e-mail.
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It also bring news and views on air through SPH’s radio station, 91.3 FM.
FACTS & FIGURES... READERS PROFILE
Overview of Its Readers •
The Straits Times’ readers are affluent, well-educated and sophisticated consumers leading active lifestyles. – 46% of ST readers are PMEBs with high spending power. – High median personal income of $3,630 (versus the National median of $2,440. Their median household income is $7,222, (versus the National median of $4,820). – More than half (59%) of them have tertiary education.
•
ST readers are loyal and entrenched with the newspaper title. – ST readers are spending more time reading the newspaper, with 42% reading 30-59 mins each time and a median reading time of 44 mins. – 86% of ST readers read 5-6 issues per week. Base: ST readers - P15+ (1.251m) Source: Nielsen Media Index 2012
ST has more of the economically active 30-49 age group (48%) and less of the 50+ age group (33%) than the National population.
(%)
National
Median Age: ST: 43 Natl Popn. : 42
ST
AGE
34.1 33.2
24.5
23.3 20.6
20.7
16.6 14.1 8.0 5.0
15-19
20-29
30-39
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
40-49
50+
The affluence of ST readers is reflected by their higher PI compared to the National population for PI $3k and above (39%) and lesser of the lower income group ($3k & below, 25%). Median PI ST : $3,630 Natl Popn. : $2,440
PERSONAL INCOME
(%)
National
ST
35.5
25.2 19.1 14.8
13.4 7.9
Up to $3k
$3,001 to $5k
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
$5,001 to $10k
2.1
4.8
$10k+
Most ST readers (70%) also have higher household incomes above $5k, compared to the National population. Median HHI ST : $7,222 Natl Popn. : $4,820
HOUSEHOLD INCOME
(%)
National
ST
37.1 32.9
31.5 26.7 23.8 18.1
17.1 12.9
Up to $3k
$3,001 to $5k
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
$5,001 to $10k
$10k+
More ST readers (66%) live in private property & HDB 5 Rm/Exec compared to the National population (44%). Only a third live in HDB 1-4 rm. 33.6
HDB 1-4 Rm
(%)
DWELLING TYPE
55.9
30.4
HDB 5 Rm/Exec 24.8
17.7
Condo/Pte Apt 10.7
18.3
Landed 8.6 Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
ST Readers
National
ST readers are well educated. 59% have tertiary education, way above the National Population’s 39%. (%)
23.5
GCE 'O'/'N' Level
EDUCATION
23.1
ST Readers
7.4
GCE 'A' Level 5.9
59.4
Tertiary (Degree/Diploma) 39.3
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
National
ST has a larger group of well-educated and affluent PMEB (46%) readers compared to the National population (28%), an indication of growing affluence amongst its readers. (%)
National
OCCUPATION
45.7
ST
28.2
14.9
16.3
18.6
16.7 12.1
8.1
6.6
PMEB
White Collar
Blue Collar
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
11.1
Housewife
Student
ST readers have high financial status, enjoying the amenities of modern living and the means to spend. ST Readers 97.3
PRODUCTS/SERVICES (PERSONAL OWNERSHIP)
Mobile Phone
93.8 92.4
Home
87.0 38.9
2+ Credit Cards
23.5 31.9
Car
Country Club Membership
National
18.3 5.4 3.0
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012 Base: All people aged 15+ (National: 3.941 m, ST: 1.346m) Source: Nielsen Media Index 2011
(%)
ST readers are users of many financial products and services (%)
73.2
Life Insurance Policy
Debit Card
Fixed Deposit Account
Shares/ Stocks/Bonds
Unit Trust
57.4
Car Loan
24.5 21.1
Home Loan
18.0 13.1 15.2
9.0
Pesonal Line of Credit ST Readers National
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
20.3 17.5 9.8 13.9 8.7 8.9 5.2
HDB-Bridging Loan
1.8 1.7
Study Loan
0.6 1.1
11.9
6.5
30.4
Loan Products (Any)
ST Readers National
Most ST readers change their hp’s every 1.5 to 3 years. ST Personal Ownership Mobile phones: 97% 3G phones: 61% Smart/PDA phones: 64%
FREQUENCY OF CHANGING MOBILE PHONES
(%)
72.7 65.5
National
ST
16.1 0.4
0.4
Less than 6 mths
9.3
11.8
11.0
6 mths to <1.5 yr
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
1.5 yrs to 3 yrs
3 yrs and above
ST readers change their hpâ&#x20AC;&#x2122;s frequently, upgrading to the latest models whenever their current plan expire. When buying hpâ&#x20AC;&#x2122;s, they look for good prices, brand reputation and high product quality . (%)
Purchase Pattern For Mobile Phones
Reasons for last Mobile Phone Purchase 33.4
Upgrade/change phone (new model)
21.3
Price 23.4
31.0
28.3
Current plan expired - new phone & plan
Replace spoilt/misplaced phone
Mobile Phone - Most Important factor
15.0
Highly Reputable 11.8
22.3
13.0
High product Quality
18.3
ST Readers
National
12.3 10.6
ST Readers
National
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) . Source: Nielsen Media Index 2012
13
Internet Usage (Average Time Spend Per Day)
73% of ST readers surf the net daily, up to 5 hrs each day. Most does it at home or at work. Many used it to buy travel services, clothing & entertainment tickets. (%)
9.8
7+ hrs
8.4
5-<7 hrs
ST Readers
6.5 4.9 19.0
3-<5 hrs
16.4 37.2
1-<3 hrs 30.4 16.6
0-<1 hr 12.4
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
National
ST readers are active internet users, mostly for emails, web surfing, social networking & finding information. 83.1
Internet Feature Used Last Week
(%)
61.7 58.4
General surfing
43.9 55.4
Participate in social networking portals
Gather product/service info
49.1 48.6 35.3 45.1
Watch movie/TV/video Access News/Current Affairs
42.7 36.6 29.3
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
ST Readers
National
ST readers are frequent travelers, for business and pleasure. 62% of them travelled by air in the past year. (%) 58.1
Travel Interest (No. Of Trips In Past Year)
Pleasure Trips (Any)
48.1
33.7
Pleasure Trips (2+)
Business Trips (Any)
Business Trips (2+)
24.9
16.1 9.6
11.7 6.8
ST Readers
National
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
Top 3 destinations Pleasure: Malaysia, HK & China Business: China, Malaysia & Indonesia
AV Products â&#x20AC;&#x201C; Household Ownership
ST readers are avid consumers of the latest audio/video products in their homes. National
ST
87.0
83.4
79.8 69.8
62.0
(%)
48.0 36.5 30.7
28.8 21.8
DVD Player
Digital Camera
High Definition TV
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
Home Entertainment System
Digital Video Camera
28.2 22.4
Home Video Game Machine
Lifestyle (Visited Past Month)
ST readers lead active lifestyles â&#x20AC;&#x201C; dining, shopping and looking good. (%)
National
ST
95.5 96.7
64.1
68.6
63.6 55.2
52.9
45.8
44.6 35.3
34.5
39.9 25.9
Supermarket
Fast Food Rest.
Department Cafe/ Chinese Rest. Store Sandwich Bar
Base : All people aged 15+ (National: 4.035 m, ST: 1.251m) Source: Nielsen Media Index 2012
Fashion Boutique
31.2
Furniture/ Electrical Store
BENEFITS TO ADVERTISERS
Benefits to Advertisers o The Straits Times is 160 years old, steeped in history, experience, authority and respect. It is a paper of record, a Singaporean icon. o ST offers a very comprehensive choice of news, views and informed analysis. It emphasises editorial credibility and independence, qualities that have enhanced its viability and acceptance all these years. o Having the highest readership and circulation in Singapore, together with a quality reader profile, The Straits Times is an ideal media platform for marketing and advertising professionals. o ST has a consistent base of subscribers/buyers that ensures its s stable readership over the years. Advertisers know whom they are reaching each time they advertise.
Benefits to Advertisers o With a mass reach to a large segment of the population, ST will provide a coverage of the target consumers of advertisers in a more cost efficient way. Advertisers pay less to reach out to more of their target audience. o For the advertising dollar spent, advertisers can get better mileage out of creative advertising in ST, with ads that last the whole day and longer. o Compared to TV, quality press ads in ST can be produced at lower costs, with shorter lead time and with more flexibility for amendments in later campaigns. o Lower production cost means more budget can be spent as media cost for more effective results! o Besides Display ads in print, there are also opportunities for Classified, Recruitment and Notices Advertising in print as well as online display & classified advertising.
CREATIVE OPTIONS
Creative Options
Wrap-around Ad
Belly Band
Creative Options
Top/Bottom Strip
Diagonal Rectangles
Odd Shape
Creative Options
Across Gutter Watermark Ad
Creative Options
T - Ad
Island Ad
ADVERTISING RATES
Advertising Rates 2012 Readership ('000) Circulation ('000) Cover Price (¢) Base Rate ($) CPM (¢) Readership Circulation
(Mon-Wed) 1,251 334 90 $41.50
ST (Thu-Fri) 1,251 326 90 $44.50
(Sat) 1,251 381 $1 $45.00
3.3 12.4
3.6 13.7
3.6 11.8
Advertising Rates 2012 Base Rate ($) Full Colour Ad ($) Full Page Junior Page 1/2 page 1/4 page 1-Spot Colour Ad Full Page Junior Page 1/2 page 1/4 page
ST (Mon-Wed) (Thu-Fri) (Sat) 41.5 44.5 45 27,828 19,113 18,864 14,382
29,124 19,779 19,512 14,706
29,340 19,890 19,620 14,760
21,728 13,013 12,764 8,282
23,024 13,679 13,412 8,606
23,240 13,790 13,520 8,660
2012 Base Rate ($) Black & White Ad ($) Full Page Junior Page 1/2 page 1/4 page Sizes (cm x col) Full Page Junior Page 1/2 page 1/4 page
ST (Mon-Wed) (Thu-Fri) (Sat) 41.5 44.5 45 17928 9213 8964 4482
19224 9879 9612 4806
19440 9990 9720 4860
54x8 37x6 27x8 27x4
54x8 37x6 27x8 27x4
54x8 37x6 27x8 27x4
APPENDIX
Demographic Profile National population 2012 Total
ST Readers
(â&#x20AC;&#x2DC;000)
%
(â&#x20AC;&#x2DC;000)
%
4035
100
1251
100
323 670 831 836 1375
8.0 16.6 20.6 20.7 34.1 42
62 176 291 307 415
5.0 14.1 23.3 24.5 33.2 43
933 237 1586
23.1 5.9 39.3
294 93 743
23.5 7.4 59.4
Age Age 15-19 Age 20-29 Age 30-39 Age 40-49 Age 50+ Median Age Education* GCE 'O'/'N' Level GCE 'A' Level Tertiary (Degree/Diploma)
Source: Nielson Media Index 2012 Base: All people aged 15+ Note: * Does not add up to 100% as some sub-categories are not listed
Demographic Profile National population 2012
ST Readers
(‘000)
%
(‘000)
%
1137 603 2295
28.2 14.9 56.9
572 204 475
45.7 16.3 38.0
1431 540 317 86
35.5 13.4 7.9 2.1 $2,440
315 239 185 60
25.2 19.1 14.8 4.8 $3,630
1076 960 1269 729
26.7 23.8 31.5 18.1 $4,820
161 214 464 412
12.9 17.1 37.1 32.9 $7,222
Occupation PMEB White Collar Others Personal Income* PI (Up to $3k) PI ($3,0001 to $5,000) PI ($5,0001 to $10,000) PI ($10,000+) Median PI Household Income HHI (Up to $3,000) HHI ($3,001 to $5,000) HHI ($5,001 to $10,000) HHI ($10,000+) Median HHI
Source: Nielson Media Index 2012 Base: All people aged 15+ Note: * Does not add up to 100% as some sub-categories are not listed
Demographic Profile ST Readers
National population 2012
Total Dwelling Type* Landed Property Condo/Pte Apartment HDB 4-room+/Executive/HUDC Median Reading Time No. Of Issues Read per Week ST (5-6 Issues] ST (1-4 issues)
(‘000)
%
(‘000)
%
4035
100
1251
100
348 430 2445
8.6 10.7 60.6
229 221 682
18.3 % 17.7 54.5 44 mins
1121 611
27.8 15.1
1077 174
86.1 13.9
Source: Nielson Media Index 2012 Base: All people aged 15+ Note: * Does not add up to 100% as some sub-categories are not listed
Psychographic Profile PROFILE TYPES Total ('000) Financial plan for retirement Select familiar brands Do lot of things with family Pay more for quality gds Look for value for money Ads main way to learn new prods Excercising is an important part of my life Look out for promo ads Wear attractive clothing Seen as succesful & achieved in life Designer label improves image Have more trust in advertised products Love to buy new gadgets/ appliances Pay more for luxury brand Source: Nielson Media Index 2012 Base: All people aged 15+
National population
ST Readers
4035 85% 75% 70% 60% 71% 65% 61% 50% 51% 39% 31% 29% 27% 23%
1251 89% 77% 77% 74% 72% 71% 70% 51% 52% 52% 35% 30% 31% 30%
THANK YOU