MEDIA KIT 2013 - Index - Singapore Press Holdings BM media kit 2013.pdf · Advertising Rates . o....

MEDIA KIT 2013 Berita Harian/Berita Minggu

CONT

ENTS

o About Berita

Harian o Facts & Figures:

Readers Profile o Benefits to

Advertisers o Creative Options o Advertising Rates o Appendix

BERITA HARIAN/BERITA MINGGU ABOUT...

OVERVIEW

Berita Minggu, is a Sunday edition focusing on lifestyle, teen and family matters and health issues.

Berita Harian and Berita Minggu are the ideal choices to reach out to the Malay community in Singapore. In May 2013, both editions went through a revamp which brought a fresh look and new content emphasis to readers. Mastheads of both editions are now consistent in design.

Established in 1957, the Malay Daily covers a wide spectrum of topics from politics and sports to culture and religion. It is a paper which speaks with authority and understands the needs and interests of the Malay Community. Berita Harian also provides a platform for the Malay Community to voice their views on issues which concern them. Other highlights include Malay culture and tradition, arts and heritage, family hobbies and leisure

WEEKLY FEATURES

READERS PROFILE FACTS & FIGURES...

READERSHIP & CIRCULATION

Readership* (All people aged 15+)

Circulation (Avg 2012)

BH (Mon-Sat) 243,000 52,500

BM (Sun) 269,000 57,800

* Source: Nielsen Media Index 2012

Regular, loyal readers

Median Reading Time

30 mins

Read 5-6 issues /week

88%

Base : BH readers (Base: 243,000) Source: Nielsen Media Index 2012

BH has more mature readers

Base : All people aged 15+ (National: 4,035,000, BH: 243,000) Source: Nielsen Media Index 2012

AGE

MEDIAN AGE IS 46 Figures are in %

Economically active Bigger family with young kids

PMEB/White Collar

29%

Housewives 22%

HDB 4-room+

70%

Married with Kids below 15 years old

30%

Households with Kids below 15 y/o

76%

Median Household Income $3,926


51% access Internet daily IN

TERN

ET US

AGE O

F REA

DERS

*

Figures are in %

*Past Month; all platforms Base : BH readers (Base: 243,000) Source: Nielsen Media Index 2012

Active mobile users IN

TERN

ET US

AGE O

F REA

DERS

^

Figures are in %

^Past Month; on Mobile phones Base : BH readers (Base: 243,000) Source: Nielsen Media Index 2012

Active tablet users IN

TERN

ET US

AGE O

F REA

DERS

**

Figures are in %

^Past Month; on Tablets Base : BH readers (Base: 243,000) Source: Nielsen Media Index 2012

Potential for beauty, grooming products – both genders

Psyc

hogr

aphi

c pr

ofile

Figures are in %


ADVERTISERS BENEFITS TO

Success Story 1 : Fund-Raising Program for Muis

Advertiser MUIS/Ramadan Campaign

Campaign objective Fund Raising

Media mix Skybox, Front page panel, advertorials and supplement

Campaign duration August 2008 to 28 September 2009

Results A bold approach that was both eye-catching and powerful. The use of creative front page space was key in grabbing the attention of BH/BM readers, resulting in a successful campaign with the total collected funds exceeding expectations.

Success Story 2 : Promote Brand Awareness for Andalus

Advertiser Andalus

Campaign objective To promote corporate image via the heightening of social responsibility of environmental issues

Media mix A 6-part series using full page full color format in Berita Harian

Campaign duration April to September 2009

Results Keeping up with its education business, Andalus promoted social awareness with regard to eco-living and global warming through an innovative series of six impactful advertorials which was well received and successful in educating the general public.

Success Story 2 : Promote Brand Awareness for Andalus

Success Story 3 : New Product Launch for DNC International

Advertiser DNC International

Campaign objective To penetrate the Malay market with the launch of Gojihealth drink from DNC International

Media mix A series of half-page and junior-page advertisements inthe Health page of Esktra section

Campaign duration May to August 2008

Results "… we are happy with the sales result of the campaignin Berita Harian. The clever use of media space greatlycontributed to DNC's winning actor. Through strategicad placement and the use of creative visuals, the campaign was highly effective and successful in big ways …" - Mr Chua Chew Huat, Director

OPTIONS CREATIVE

Creative buy Wrap-around

Insert

Creative shape

(Zakat / Ramadan by Muis 2011)

Steps

Sponsored page

Editorial Tie-up

Advertorials SingCapital

MUIS

RATES ADVERTISING

Berita Harian (Mon-Sat) Ad Sizes

Full

½ ¼

Junior

Sizes (cm x col) Full Page $7,770 $5,170 $4,320

(54 X 8)

Junior Page $5,670 $3,070 $2,220

(37 X 6)

½ Page $5,610 $3,010 $2,160

(27 X 8)

¼ Page $4,530 $1,930 $1,080

(27 X 4)

FC 1 Spot BW

Sizes (cm x col) Full Page $8,834 $6,084 $5,184

(54 X 8)

Junior Page $6,314 $3,564 $2,664

(37 X 6)

½ Page $6,242 $3,492 $2,592

(27 X 8)

¼ Page $4,946 $2,196 $1,296

(27 X 4)

Berita Minggu (Sun) Ad Sizes

Full

½ ¼

Junior

FC 1 Spot BW

APPENDIX

Source: Nielson Media Index 2012

DEMOGRAPHIC PROFILE PROFILE TYPES % (‘000) % (‘000)

15-19 yrs 323 8.0 23 9.5 20-29 yrs 670 16.6 33 13.6 30-39 yrs 831 20.6 30 12.4 40-49 yrs 836 20.7 63 25.9 50-59 yrs 689 17.1 62 25.5 60+ yrs 686 17.0 33 13.6 Median Age 42 46

National population BH Readers

AGE

31


Male 2,033 50.4 129 53.1 Female 2,002 49.6 114 46.9


GENDER

32


Chinese 3,025 75.0 1 0.4 Malay 439 10.9 225 92.6 Indian 368 9.1 11 4.5

Others 203 5.0 7 2.9

RACE


PMEBs 1,137 28.2 23 9.5 White Collar 603 14.9 47 19.3 Blue Collar 752 18.6 70 28.8 Students 447 11.1 24 9.9 Housewives 673 16.7 54 22.2 Retirees 257 6.4 13 5.4


OCCUPATION

Source: Nielson Media Index 2012 Note: * Does not add up to 100% as some sub-categories are not listed


Primary & below 663 16.4 46 18.9 Some Secondary/Completed ITE/ITC/NTC

612 15.2 78 32.1

GCE N/O Level 933 23.1 78 32.1 GCE A/HSC 237 5.9 7 2.9 Tertiary (Poly/Uni/Postgrad) 1,586 39.3 34 3.7


EDUCATION



HDB 1-3 Room 812 20.1 60 24.7 HDB 4 Room 1,444 35.8 113 46.5 HDB 5 Room/Exec 1,001 24.8 56 23.1 Condo/Pte Apt 430 10.7 13 5.4 Landed 348 8.6 2 0.8


DWELLING

35



Below S$1,000 323 8.0 27 11.1 S$1,001 – 3,000 1,108 27.5 93 38.3 S$3,001 – 5,000 540 13.4 12 4.9 S$5,001 – 7,000 216 5.4 5 2.1 S$7,001 – 10,000 101 2.5 1 0.4 Above S$10,000 86 2.1 - - Median : S$2,440 S$1,707


PERSONAL INCOME

Source: Nielson Media Index 2012 Note: * Does not add up to 100% as some sub-categories are not listed


Below S$1,000 184 4.6 11 4.5 S$1,001 – 3,000 892 22.1 71 29.2 S$3,001 – 5,000 960 23.8 83 34.2 S$5,001 – 7,000 584 14.5 38 15.6 S$7,001 – 10,000 685 17.0 25 10.3 Above S$10,000 729 18.1 16 6.6 Median : S$4,820 S$3,926


HOUSEHOLD INCOME


BH Readers (%)

PSYCHOGRAPHIC PROFILE PROFILE TYPES

Important to have financial plan for retirement 84.81 88.07

I tend to be more generous with family than myself 68.10 73.66

Important to maintain balanced diet 64.71 72.84 I pay close attention to my weight 60.12 64.20 I always check nutrition content 42.85 62.14 It's important to keep young looking 58.14 76.54 Wearing attractive clothing makes me feel confident 50.56 66.26

It's important to be attractive to opposite sex 41.54 65.84


Note: % of respective group

National population (%)

BH Readers (%)

PSYCHOGRAPHIC PROFILE PROFILE TYPES

I enjoy the fun of shopping 47.86 62.96 I look for value for money 70.66 82.72 Willing to pay more for quality goods 59.83 68.31 Willing to pay more for luxury brands 23.00 34.98 With credit card, I tend to spend more 17.05 31.28 I make impulse purchases 22.68 31.28 Advertising is the main way to learn about new products 64.93 67.90 I have more trust in advertised products 29.10 44.03


Note: % of respective group

National population (%)

THANK YOU

MEDIA KIT 2013 - Index - Singapore Press Holdings BM media kit 2013.pdf · Advertising Rates . o....

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