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ST Is 'Top Newspaper For Marketers' (ST)

BackJun 18, 2009

Sister publication, The Business Times, came in second.

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.

Marketers were asked to name the newspaper in Singapore with the best advertising platform.

The Straits Times, the flagship daily of Singapore Press Holdings (SPH), took the No. 1 spot, ahead of sister newspaper The Business Times, which came in second. MediaCorp's Today snagged the No. 5 spot.

Three foreign publications were represented in the top 10: The Wall Street Journal Asia (third), the Financial Times (fourth), and the International Herald Tribune (sixth).

In its June issue, the magazine said The Straits Times is the 'undisputed leader' among newspapers in Singapore and a favourite among marketers as a platform that gives them access to a readership of 1.439 million people.

Despite the economic crisis, 'given its dominant position in the market and with virtually no competition inching closer, The Straits Times continues to have the luxury of being the most read newspaper islandwide', the magazine added.

One objective of the survey was to identify which newspaper was more effective in reaching certain demographic groups, such as IT managers, investors, property buyers, luxury car buyers, teenage boys, teenage girls, parents, local business travellers, and the environmentally conscious.

The Straits Times emerged as the No. 1 choice in many of the categories including parents, men aged between 18 and 39, the high income bracket (local), the luxury car buyers (local) and supermarket shoppers.

A total of 950 senior client marketers and agency decision-makers in Singapore took part in the survey.

Separately, SPH Search has been selected from among service providers and telecoms operators around the world for an international award for innovation.

The SPH unit was presented with the Best Consumer Service Innovation prize for its unique location-based service for mobile users, called Rednano Locate.

This was on the sidelines of the Global Telecoms Business Innovation Summit in London.