Headline Daily

Headline Daily
Headline Daily
Traditional Chinese	頭條日報
Simplified Chinese	头条日报
Jyutping	tau4 tiu4 jat6 bou3
Cantonese Yale	tau4 tiu4 yat6 bou3
Yale Romanization
Transcriptions
Hanyu Pinyin
Yue: Cantonese
Yale Romanization	tau4 tiu4 yat6 bou3
Jyutping	tau4 tiu4 jat6 bou3

Headline Daily
Type	Free daily newspaper
Format	Tabloid
Owner(s)	Sing Tao News Corporation
Founder(s)	Sing Tao News Corporation
Publisher	Sing Tao News Corporation
Founded	12 July 2005
Political alignment	Pro-China
Language	Chinese (in Traditional Chinese characters)
Headquarters	Tseung Kwan O Industrial Estate
Country	Hong Kong
Website	www.stheadline.com
Free online archives	paper.stheadline.com/headline/
	Media of Hong Kong; List of newspapers;

Headline Daily (

Sing Tao group, as the territory's second free Chinese-language newspaper, after Metro Daily. Coverage includes local and international news, business, entertainment, lifestyle and sports. Soon after launch, it had a daily circulation of around 900,000-1,000,000.^[2]

Market positioning

advertising market

and to explore a new source of income for the corporation.

Distribution

Copies are distributed during morning

KCR stations

(except Tsim Sha Tsui East, Tai Wai, Racecourse and Sheung Shui stations), and nearly 500 residential estates. The paper is also available at more than 100 fixed or non-fixed spots, including commercial buildings, bus/minibus stops and shopping malls around Hong Kong.

Readership and circulation

The newspaper targets the working population, keeping stories focused on main points only.

In August 2005, Headline Daily was the leading free paper in Hong Kong, with a circulation of 893,000 (18% market share), ahead of Metropolis Daily (820,000, a 16% share) and am730 (401,000, an 8% share), according to a survey by

Synovate.^[3]

Headlines (i.e. coverpage; with daily information such as Mark Six Result, Activities of the Day,
Lunar Calendar
and Weather Forecast)
Local News (with
critics
)
China News
International news
Financial news (i.e. news on Real Estate, Business and stock market)
Sports news
Lifestyle (different topics for each day: Technology (Monday), Fashion (Tuesday), Shopping (Wednesday), Amusement (Thursday) and Food (Friday))
Entertainment (local and international entertainment news, along with
Television
Programme Schedule)
The remaining pages are used for advertisements.

Sing Tao chief executive Lo Wing-hung suggested that the paper's size could increase to 40 pages if its readership increased significantly. However, more than three months after launch, the newspaper had an average of around 24 pages.

Marketing strategies

Headline Daily implements

marketing strategies

including:

"lucky draws" & "voting games"
"apple-shaped pellet": a massage device, which working class readers can use to relax themselves and relieve their stress, was once offered to readers along with their newspaper
"happy lucky reader": one reader is randomly chosen in public areas (e.g. in a MTR train) and awarded HK$500 on a daily basis

Headline Daily stories are accessible online.

Public relations

A 2021 Reuters Institute poll found that Headline Daily had a 53% trust rating from Hong Kong respondents, the fifth highest level among 15 local media outlets surveyed.^[4]

Headline Daily invites readers to submit information or news articles for publication in return for a one-off payment of $100.

References

^ "Sing Tao News Corporation Limited". Archived from the original on 26 June 2014. Retrieved 29 October 2018.
^ Yahoo! HONG KONG, updated on 13/9/05 Archived 4 January 2006 at the Wayback Machine
^ Circulation survey Archived 30 March 2006 at the Wayback Machine, UCLA
^ Newman, Nic; Fletcher, Richard; Schulz, Anne; Andı, Simge; Robertson, Craig T.; Nielsen, Rasmus Kleis (2021). Reuters Institute Digital News Report 2021 (page 133) (PDF) (Report). Reuters Institute for the Study of Journalism. Archived (PDF) from the original on 26 June 2021. Retrieved 27 June 2021.

Articles

Distribution the key for latest free daily paper – The Standard, Mark Lee.
Newspaper war won't affect us, says HKET- The Standard, Wong Ka-chun.
Hong Kong: Ming Pao shrugs off impact of free dailies – AsiaMedia, Frederick Yeung.
Tabloid Newspaper War in Hong Kong – Asia Review, James Borton.
Hong Kong's Newspaper Wars – Tabloid Titans Battle For First Place – JINN, Coral Hui.

External links

Official website (in Chinese)

[1] "Sing Tao News Corporation Limited". Archived from the original on 26 June 2014. Retrieved 29 October 2018.

[2] Yahoo! HONG KONG, updated on 13/9/05 Archived 4 January 2006 at the Wayback Machine

[3] Circulation survey Archived 30 March 2006 at the Wayback Machine, UCLA

[Reuters2021-4] Newman, Nic; Fletcher, Richard; Schulz, Anne; Andı, Simge; Robertson, Craig T.; Nielsen, Rasmus Kleis (2021). Reuters Institute Digital News Report 2021 (page 133) (PDF) (Report). Reuters Institute for the Study of Journalism. Archived (PDF) from the original on 26 June 2021. Retrieved 27 June 2021.

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