SPH to launch free Chinese tabloid on June 1 - May 10, 2006 (BT)

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The Straits Times / The Business Times News On SPH

SPH to launch free Chinese tabloid on June 1

By Swati Chaudhary
May 10, 2006
The Business Times

(SINGAPORE) Singapore Press Holdings will launch a free Chinese newspaper on June 1. The new tabloid, My Paper, will be aimed at working adults aged 20 to 40. SPH told a trade audience yesterday that the paper's tagline - 'My Life, My Thoughts, My Say' - sums up its wish to encourage reader participation and a sense of reader 'ownership'.

So for a start - in a first-of-a-kind initiative - readers will get to choose the paper's masthead design.

My Paper will be 'snappy' so busy people can get their news fast. And acknowledging the bilingual nature of the audience, certain news snippets, terms and names may be in English.

There will be opinion columns, to which readers can respond in the language of their choice. And there will be an emphasis on visual elements, with plenty of pictures and graphics.

Robin Hu, executive vice-president of SPH's Chinese Newspapers and Newspaper Services Division, said that My Paper will be 'targeting young adults who are seeking to arrive'.

To consolidate this image, the paper has enlisted four prominent figures as spokesmen - WKRZ DJ Marilyn Lee; MediaCorp actress Wong Li Lin; former national swimmer Leslie Kwok, who is a budding entrepreneur; and former TV news anchor Arnold Gay, who is now head of corporate relations at SPH.

My Paper will be published five days a week, from Tuesday to Saturday, except public holidays. It will be distributed at selected MRT stations, offices and meeting places like coffee franchises and selected households.