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			{{EngvarB\|date=July 2014}}
	'''''Headline Daily''''' ({{zh-t\|t=頭條日報 ]: Tóu Tiáo Rì Bào}}) was launched on ], ] by ] and became the second free Chinese ] published officially in Hong Kong ('']'' (TC: 都市日報 ]: Dū Shì Rì Bào) being the first). The paper is only distributed on weekdays and is aimed at the working class. The estimated average daily circulation of the paper is around 500,000 (updated on 13/9/05 at (http://hk.biz.yahoo.com/050913/239/1gl4l.html?s=1105.hk ''Yahoo! HONG KONG'']). The paper provides local and international news as well as articles on ] ], ], ] and ].
			{{Use dmy dates\|date=July 2014}}
			{{Infobox newspaper
			\|name = Headline Daily
			\|logo =
			\|logo_size = 250px
			\|type = ]
			\|format = ]
			\|foundation = 12 July 2005
			\|owners = ]
			\|founder = ]
			\|headquarters = ]<ref>{{Cite web \|url=http://www.singtaonewscorp.com/english/contact_us_hk.html \|title=Sing Tao News Corporation Limited \|access-date=29 October 2018 \|archive-date=26 June 2014 \|archive-url=https://web.archive.org/web/20140626001745/http://www.singtaonewscorp.com/english/contact_us_hk.html \|url-status=dead }}</ref>
			\| publishing_country = Hong Kong
			\|political = ]
			\|publisher = ]
			\|editor =
			\| language = Chinese (in ])
			\|circulation =
			\|ISSN =
			\|website = {{Official URL}}
			\|free = {{URL\|http://paper.stheadline.com/headline/}}
			}}
			{{Infobox Chinese\|t=頭條日報\|s=头条日报\|p=Tóu Tiáo Rì Bào\|j=tau4 tiu4 jat6 bou3\|y=tau4 tiu4 yat6 bou3\|order=ts\|showflag=jy}}
			'''''Headline Daily''''' ({{zh\|t=頭條日報}}) is a free weekday mass-market newspaper in Hong Kong. It was launched on 12 July 2005, by the ], as the territory's second free Chinese-language newspaper, after '']''. 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.<ref>, updated on 13/9/05 {{Webarchive\|url=https://web.archive.org/web/20060104233553/http://hk.biz.yahoo.com/050913/239/1gl4l.html?s=1105.hk \|date=4 January 2006 }}</ref>

			== Market positioning ==
	== Reasons for the launch of the newspaper ==

			] launched ''Headline Daily'' to increase its ] of the territory's ] and to explore a new source of income for the corporation.
	The newspaper was launched as the Chairman of ], Charles Ho Tsu-Kwok, felt there was room for the further development of free newspapers in Hong Kong in terms of content, distribution network and advertising formats.

	The pace of life in Hong Kong is so fast and people are so busy that ''Headline Daily'' was established to meet the people's needs by providing them with first-hand information on the hottest daily topics in a manner as concise and lively as possible, while attempting to portray a "positive" and "lively" image to readers.

	In terms of market competition, the ''Headline Daily'' was also launched in a bid to gain a greater ] of the territory's ] for ] and to explore a new source of income for the corporation.

	== Distribution ==		== Distribution ==
	~~Daily issues~~ are distributed during morning ]s from Monday to Friday, except on ]. It is ~~distributed~~ in more than 600 ~~different places~~, ~~among~~ ~~which~~ ~~there are now three fixed distribution media:~~ ], ] (except Tsim Sha Tsui East, Tai Wai, Racecourse and Sheung Shui ~~Stations~~), and nearly 500 residential estates. ~~Moreover,~~ ~~the~~ ~~papers~~ ~~are~~ ~~distributed~~ at more than 100 fixed or non-fixed spots, including commercial buildings, bus/~~mini-bus~~ stops and shopping malls ~~all~~ around Hong Kong. ~~Readers may simply get a free issue from the eye-catching red shelfs at most locations or from the staff at certain locations.~~		Copies are distributed during morning ]s from Monday to Friday, except on ]. It is available at more than 600 locations, mostly unmanned, including ], ] (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 ==		== Readership and circulation==
			The newspaper targets the working population, keeping stories focused on main points only.
	The newspaper targets the working population, who are usually too busy to read a large number of pages nor to read every piece of news in detail. However, these people are likely to grasp every chance to read newspapers for a short period when travelling or having breakfast.

	In August 2005, a ~~research~~ ~~firm from~~ the ~~market research company, Synovate conducted a survey, which compares the readership of 3~~ free ~~newspapers~~ in Hong Kong. ~~The~~ ~~result~~ ~~shows~~ ~~that~~ in ~~the~~ ~~first~~ ~~three~~ ~~weeks~~ of ~~August,~~ ''Metropolis Daily'', ~~''Headline~~ ~~Daily''~~ and ''am730'' ~~respectively achieved '''16%'''~~, ~~'''18%'''~~ ~~and '''~~8%~~'''~~ of ~~the~~ ~~market~~ ~~shares.~~ ~~''Headline~~ ~~Daily''~~ ~~gains~~ ~~the~~ ~~leading~~ ~~readership~~ ~~of '''893,000''', compared with ''Metropolis Daily's'' '''820,000''' and ''am730's'' '''401,000'''~~. ~~('''')~~		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 ].<ref> {{webarchive\|url=https://web.archive.org/web/20060330000623/http://www.asiamedia.ucla.edu/article-eastasia.asp?parentid=30287 \|date=30 March 2006 }}, UCLA</ref>

	== Contents ==		== Contents ==

	"Headline Daily" ~~shares~~ news sources ~~with~~ ~~the~~ '']''.		''Headline Daily'' aims to concisely present the most important news of the day, drawing on news sources it shares with '']''. It usually has around 24 to 30 pages with a layout similar to the following formats:
	The paper aims to present the most important news of the day in a concise way so as to provide readers with up-to-date, yet comprehensive, news and information on different areas in a short read. It usually has around 24 to 30 pages and has a layout similar to the following formats:

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

	In a comment by Sing Tao chief executive Lo Wing-hung, he claimed that the average number of pages could be increased to 40 pages if its readership increases significantly over time. However, so far, more than three months after the first publication, the newspaper only consists of around 24 pages on the average.

	==Marketing strategies==		==Marketing strategies==
			''Headline Daily'' implements ] including:
	As more and more free newspapers are appearing to fight for room in the local newspaper market, ''Headline Daily'' distinguishes itself by bringing new experiences to its readers. It tries to be competitive by implementing ] to attract readers' interest, such as:

	* ''"lucky draws"'' & ''"]"''		* ''"lucky draws"'' & ''"]"''
			* ''"apple-shaped pellet"'': a ], 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 ] train) and awarded HK$500 on a daily basis
	* ''"apple-shaped pellet"'': a ], which ] readers can use to relax themselves and relieve their stress, was once offered to readers along with their newspaper

			''Headline Daily'' stories are accessible online.
	* ''"happy lucky reader"'': one reader is randomly-chosen in public areas (e.g. in a ] train) and awarded HK$500 on a daily basis

	Moreover, to extend the market to overseas, a softcopy version ''Headline Daily'' is made accessible on line.

	== Public relations ==		== Public relations ==
			A 2021 ] poll found that ''Headline Daily'' had a 53% trust rating from Hong Kong respondents, the fifth highest level among 15 local media outlets surveyed.<ref name="Reuters2021">{{cite report \|url=https://reutersinstitute.politics.ox.ac.uk/sites/default/files/2021-06/Digital_News_Report_2021_FINAL.pdf \|title=Reuters Institute Digital News Report 2021 (page 133) \|last1=Newman \|first1=Nic \|last2=Fletcher \|first2=Richard \|date=2021 \|publisher=] \|last3=Schulz \|first3=Anne \|last4=Andı \|first4=Simge \|last5=Robertson \|first5=Craig T. \|last6=Nielsen \|first6=Rasmus Kleis \|access-date=27 June 2021 \|archive-url=https://web.archive.org/web/20210626232722/https://reutersinstitute.politics.ox.ac.uk/sites/default/files/2021-06/Digital_News_Report_2021_FINAL.pdf \|archive-date=26 June 2021 \|url-status=live}}</ref>
	In order to build up a good relationship with readers, ''Headline Daily'' invites readers to submit news articles for publication in return for rewards as a sign of its cooperation with the public. According to the , readers can become reporters for ''Headline Daily'' by handing in any information. While this information should be deemed to be news-worthy, other guidelines are provided on what type of news should be submitted. Particularly, the paper states that it has no interest in collecting any commentaries from the public. Meanwhile, the usage of any material submitted is solely dependent on the newspaper's discretion. The paper rewards any readers whose materials are published or utilized with a one-time sum of $100, regardless of how many times the paper utilizes these pieces of news.

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

			==See also==
	===Professionalism of the free press===
			* ]
	On the first day of its publication, ''Headline Daily'' claimed that "Headline news is important news, and different sections of the newspaper should have headlines. Not only the serious news has headlines, but also for entertainment news, let alone love affairs." This statement raised a controversy on whether ''Headline Daily'' is providing good ], which requires verification and objectivity rather than exaggerating the facts by making them headlines.
			* ]
			* ]
			* ]
			* ]

			==References==
	===Reduction of newspaper hawkers’ income===
			{{Reflist}}
	Two days after the first publication of ''Headline Daily'', the Hong Kong Newspaper Hawker Association accused ''Headline Daily'' of having an adverse impact on the business of newspaper hawkers. They claimed that the free distribution of ''Headline Daily'' had resulted in a general drop in newspaper transactions of around '''10%''' to '''20%'''.

			===Articles===
	===Effect on price and selling of the current newspapers===
			*'''' – '']'', Mark Lee.
	In addition, the Hong Kong Newspaper Hawker Association pointed out that under the current market conditions, it might be infeasible to decrease the prices of newspapers in order to maintain or increase their sales. Subsequently, they claimed to have considered taking '']'' off their shelves in order to counter the threat posed by it.
			*''''- '']'', Wong Ka-chun.

			*'''' – '''', Frederick Yeung.
	On another front, the vice-chairman of the Hong Kong Newspaper Hawker Association, Lam, gave an example of the impact. Ten years ago, an ice-cutting competition which was initiated by '']'' had resulted in the elimination of several old-fashioned newspapers. Drawing a parallel with that phenomenon, Lam speculated that if the current situation of free distribution of newspapers continued, newspapers run by small corporations might eventually be eliminated. This might in turn result in the undesirable situation of reducing choice for newspaper readers.
			*'''' – ''Asia Review'', James Borton.

			*'''' – ''JINN'', Coral Hui.
	Three months after the launch of ''Headline Daily'', '']'' was the first newspaper that initiated a price-cutting campaign as a response. On October 19, 2005, The Oriental Daily Group followed suit by cutting down the price of '']'' to 50% from $6 to $3.

	After the launch of the two new free papers, '']'s'' advertising revenue dropped by '''12%''' in August (compared with July), while '']'' and '']'' also suffered from a reduction in advertising revenues of '''7%''' and '''5%''' respectively.

	Nevertheless, research figures indicate that the majority of free newspaper readers are 'new' readers or readers of both paid and free papers. The research concludes that even though the launch of free newspapers seems to have a negative causal effect on single copy sales of paid newspapers, the overall effect on readership and choices of newspapers might not be detrimental.

	Also, it is suggested that readers who buy a paper everyday for its style and reputation are unlikely to change. Free newspapers would only lead to the repositioning or position enhancement of an individual newspaper. Free newspapers focus on the low-end market, while the priced newspapers target the middle-income class and professionals.

	===An obstacle to human traffic===
	The Hong Kong Newspaper Hawker Association suggested that the free distribution of ''Headline Daily'' outside MTR stations might affect the smoothness of human flow along the passageways. The Association suggested that Sing Tao News Corporation should improve the method of distribution and requested the government to interfere and deal with the problem seriously.

	===Environmental problems===
	Moreover, some critics also think that free distribution may lead to greater wastage of paper. For example, a family with a few sets of free newspapers might end up throwing all of them into the dustbin directly without using them for other purposes as they did not pay for the newspapers. According to ], on average, only 32% of newspaper-readers will dump their unwanted newspapers into recycle boxes. Since there are 500,000 issues of ''Headline Daily'' published every Monday to Friday, the wastage of paper and disposal problems may contribute significantly to the worsening of Hong Kong's pollution.

	==External links==		==External links==
	*		* {{Official website}} {{in lang\|zh-hk}}
	*
	*
	*Source:Pinyin translated with

	===Articles===
	*'''' - '']'', Mark Lee.
	*''''- '']'', Wong Ka-chun.
	*'''' - '''', Frederick Yeung.
	*'''' - ''Asia Review'', James Borton.
	*'''' - ''JINN'', Coral Hui.

	==See also==
	* '']''
	* '']''
	* ]
	* ]
	* ]
	* ]

	]		{{Newspapers in Hong Kong}}
	]

			]
	]
			]
	]
			]
			]

Latest revision as of 14:23, 18 October 2024

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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	stheadline.com
Free online archives	paper.stheadline.com/headline/
Media of Hong Kong List of newspapers

Headline Daily

頭條日報

头条日报

tau4 tiu4 jat6 bou3

tau4 tiu4 yat6 bou3

Transcriptions
Standard Mandarin
Hanyu Pinyin	Tóu Tiáo Rì Bào
Yue: Cantonese
Yale Romanization	tau4 tiu4 yat6 bou3
Jyutping	tau4 tiu4 jat6 bou3

Headline Daily (Chinese: 頭條日報) is a free weekday mass-market newspaper in Hong Kong. It was launched on 12 July 2005, by the 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.

Market positioning

Sing Tao News Corporation launched Headline Daily to increase its market share of the territory's advertising market and to explore a new source of income for the corporation.

Distribution

Copies are distributed during morning peak hours from Monday to Friday, except on public holidays. It is available at more than 600 locations, mostly unmanned, including McDonald's restaurants, 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.

Headline Daily aims to concisely present the most important news of the day, drawing on news sources it shares with Sing Tao Daily. It usually has around 24 to 30 pages with a layout similar to the following formats:

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.

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)

Newspapers and news websites in Hong Kong

English

Printed newspapers	Career Times China Daily Hong Kong Edition ~~Daily Press~~ ~~Eastern Express~~ ~~Hongkong Telegraph~~ ~~International Herald Tribune~~ South China Morning Post ~~Inkstone News~~ The Sunday Morning Post ~~The China Mail~~ The Standard ~~The Sunday Standard~~ ~~The Wall Street Journal Asia~~
News websites	Asia Times ~~FactWire~~ Hong Kong Free Press

Chinese

Printed newspapers	AM730 ~~Apple Daily~~ ~~Sharp Daily~~ Hong Kong Commercial Daily Hong Kong Economic Journal Hong Kong Economic Times Sky Post ~~Metro Daily~~ Ming Pao Oriental Daily News ~~The Sun~~ Sing Pao Daily News Sing Tao Daily Headline Daily Ta Kung Pao The Epoch Times ~~The Kung Sheung Daily News~~ ~~Tin Tin Daily News~~ ~~Wah Kiu Yat Po~~ Wen Wei Po
News websites	~~Citizen News~~ Dot Dot News HK01 ~~FactWire~~ Hong Kong Inmedia Passion Times ReNews ~~Stand News~~ Vjmedia

Misc

Religious	Sunday Examiner Kung Kao Po Christian Times UCA News
Japanese	Hong Kong Post
Filipino	Filipino Globe The SUN
Indonesian	Suara

Note: This list is not complete.

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