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Headline Daily (Traditional Chinese: 頭條日報) is launched as Hong Kong's third free newspaper, following Metropolis Daily (TC: 都市日報) and The Epoch Times (TC: 大紀元時報) by Sing Tao News Corporation of Hong Kong. The first issue was published on 12 July, 2005, and the initial editing team had about 20 members only. The initial daily number of publication was 400,000 copies. Working population is its targeted group. Claimed to be focusing on meeting the needs of Hong Kong people, letting them to grasp the current topics in Hong Kong with the shorest time, the paper selects the most important news of the day and presents them in a concise and lively manner to the readers. Other than local, national and international headlines, the newspaper also provides news on business, entertainment, lifestyle and sports.
Reason for the launch of the newspaper
According to the Chairman Sing Tao Charles Ho Tsu-Kwok, there was still a lot of room for the development of free newspapers, in terms of content, distribution network and advertising formats. This new free newspaper was launched in a bid to gain a greater share of the territory's advertising market, that is to explore a new source of income of the corporation.
Daily Distribution
Daily issues are distributed during morning peak hours (07:00-09:30) from Monday to Friday, except on public holidays. There are now three fixed distribution media of the papers: Mcdonald's restaurants, KCR stations and 500 residential estates. Moreover the papers are distributed at more than 50 non-fixed spots all around Hong Kong. Readers can obtain a free issue from either a company staff or a newspaper shelf at the distribution spots.
The Newspaper's Marketing
With the working population as its target group, the Headline Daily has a circulation of more than 500,000 copies per day, a third larger than Metropolis Daily.The first issue of Headline Daily has a total of 24 pages in which 5 pages are Hong Kong news.
Marketing Strategies
As there are more and more free newspapers coming up into the market, Headline Daily is trying to be competent by providing new experience to its customers. It once offered a toy called "精華壓力波"(one apple shape pellet which is used for working class to reduce pressure) along with its newspaper to customers. Also it chooses the "happy" lucky reader to have its 500 HKD award by telephone everyday.
Controversies arose
After two days of the first publishing of Headline Daily, Hong Kong Newspaper Hawker Association (TC:香港報販協會) questioned Headline Daily might affect the business of newspaper hawkers. They said that there was a general drop in newspaper transaction around 10 to 20% due to the free distribution of Headline Daily. However, they pointed out that there might be no rooms in the market for the decrease in price of the newspapers in order to maintain or increase sale.
Contacts
General Enquiries:
Email: info@hkheadline.com
Tel: 3181-3683
Fax: 2110-5529
Marketing Enquiries:
Email: marketing@hkheadline.com
Advertising Enquiries:
Email：adv@hkheadline.com
Tel: 3181-3666
Fax: 3101-5556
Circulation Enquiries:
Email: circulation@hkheadline.com
External Links
- Official website
- News about the debut of Headline Daily
See also
- am730
- Metropolis Daily《都市日報》