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Straits Times tops advertisers' choice survey - Aug 14, 2007 (BT)

BackAug 14, 2007

The Straits Times / The Business Times News On SPH

Straits Times tops advertisers' choice survey

Over two-thirds pick ST as first-choice newspaper in which to advertise.

By Nicholas Fang
Aug 14, 2007
The Business Times

THE Straits Times (ST) has emerged as the most popular newspaper in Singapore in the eyes of advertisers and their clients in a recent survey conducted by Marketing magazine.

LEADER OF THE PACK: The Straits Times came up tops in Marketing's poll of 1,189 industry professionals and their clients - featured in its August edition - with 779 respondents voting for it as their choice. Photo/ MARKETING MAGAZINE

The trade journal said in its August edition that the Singapore Press Holdings (SPH) flagship newspaper had topped its poll of more than 1,100 marketing and advertising professionals and their clients conducted in March.

Another SPH publication, The Business Times, featured in the top three of the survey, claiming third spot, just behind the free newspaper, Today.

Two-thirds of the survey respondents - 779 out of a total of 1,189 - picked The Straits Times as their first-choice newspaper in which to advertise.

The respondents comprised 430 advertising agency professionals and 759 clients. They were asked to list in descending order of preference the three local publications in which they would like to advertise. The survey did not list their options - the choices were left to the respondents.

Titles ranked first would receive three points, second would get two points and third, one point. The points were then tallied up to derive the ranking.

Marketing magazine editor Debbie Cai said in a report in this month's issue that The Straits Times emerged clearly on top in the survey.

'Led by editor-in-chief Patrick Daniel, The Straits Times boasts a daily average circulation of 381,354, which is a whopping 38.67 per cent more than the second-highest circulating newspaper, Today,' the report said.

A total of 779 respondents voted for The Straits Times as their first choice, compared to just 127 who picked Today.

The free tabloid-sized newspaper attracted only 23 more votes than The Business Times.

In fourth and fifth places were Chinese daily Lianhe Zaobao and The New Paper respectively.

Ms Cai wrote in the Marketing article: 'The newspapers featured got here for their mix of swift, objective and accurate reporting, thus attracting readers and consequentially, advertising interest and advertisers. But each title has its own unique target audience, tone and content.

'And while they may all cover current news, the flavour and texture of their coverage does differ, and therein lies the challenge of finding the right one with which to place precious marketing dollars.'

The report said the top five newspapers in this year's survey had also occupied the same positions in a special edition of the magazine last year, which spotlighted the top media as seen by marketers in Singapore.

SPH's executive vice-president of marketing, Mr Leslie Fong, was pleased with the results of the survey.

'We accept in humility and with gratitude the verdict reached by all those professionals who responded to the survey.

Good Mix
'The newspapers featured got here for their mix of swift, objective and accurate reporting, thus attracting readers and consequentially, advertising interest and advertisers. But each title has its own unique target audience, tone and content.'
- MS CAI, in Marketing magazine's report on the poll results

'While it would be dishonest, to say the least, for us to feign surprise, we know it would be foolish for us to lapse into complacency and assume we can continue to remain at the top for many, many more years without incessant hard work and commitment.'

This year's survey was carried out by full-service research firm BDM Intelligence, which used its database of media professionals; creative, public relations and media planning and buying agencies; and clients from across all industries in Singapore.

In terms of regional newspapers, the Wall Street Journal Asia topped the rankings ahead of the International Herald Tribune and the Financial Times, which were in second and third positions respectively.