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Headline Daily (Traditional Chinese: 頭條日報) is published as Hong Kong's third free newspaper, following Metropolis Daily and The Epoch Times (TC: 大紀元時報). 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 is 400 thousands. The newspaper is launched by Sing Tao News Corporation in a bid to gain a greater share of the territory's advertising market. Working population is its targeted group. Claimed to be focusing on meeting the needs of Hong Kong people, 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.
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 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.
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 of 10 to 20% due to the free distribution of Headline Daily. However, they pointed out that there might not be rooms in the market to decrease price of the newspapers in order to maintain or increase sale.
External Links
- Official website
- News about the debut of Headline Daily