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SCMP
Martinsons & Associates 2009
Licensed exclusively for use at the City University of Hong Kong.
Unauthorized use or reproduction of this case is strictly prohibited.
The South China Morning Post (SCMP) is one of the oldest and most respected newspapers in Asia. It has dominated the English-language market in Hong Kong since its debut in 1903 despite persistent competition from the Eastern Express and The (Hong Kong) Standard.
The SCMP has established a reputation for quality based on a philosophy that “good content attracts readers, and advertising will follow”. The Society of Publishers in Asia has selected SCMP as the year’s “best English-language newspaper in Asia” four times since
1999 while its writers and photographers have won many local and regional awards. SCMP is the most credible news media in Hong Kong (according to a 2006 survey by the Chinese
University of Hong Kong). It is the primary news source for foreigners doing business in
China, and also for the best-educated, most-affluent households in Hong Kong, ranking ahead of the Wall Street Journal Asia, the Hong Kong Economic Times, the Financial Times, and the Hong Kong Economic Journal. SCMP tends to be southern China’s first choice for professional job advertisements and attracts high-end consumer product advertisements (e.g. for luxury goods, overseas properties, watches & jewelry, and wealth management services).
The South China Morning Post newspaper is the flagship product of SCMP Group.
The group also publishes magazines (such as Cosmopolitan and Harper’s Bazaar), produces music and videos, and has operated stores (including Daily Stop, Dymocks, and Health Plus), but the majority of revenues and profits are derived from its newspaper operations.
The Asian financial crisis starting in 1997 hurt many businesses. Belt tightening and some bankruptcies in Hong Kong reduced the demand for newspaper advertising. SCMP experienced a dramatic decline in classified ads – from
Martinsons & Associates 2009
Licensed exclusively for use at the City University of Hong Kong.
Unauthorized use or reproduction of this case is strictly prohibited.
The South China Morning Post (SCMP) is one of the oldest and most respected newspapers in Asia. It has dominated the English-language market in Hong Kong since its debut in 1903 despite persistent competition from the Eastern Express and The (Hong Kong) Standard.
The SCMP has established a reputation for quality based on a philosophy that “good content attracts readers, and advertising will follow”. The Society of Publishers in Asia has selected SCMP as the year’s “best English-language newspaper in Asia” four times since
1999 while its writers and photographers have won many local and regional awards. SCMP is the most credible news media in Hong Kong (according to a 2006 survey by the Chinese
University of Hong Kong). It is the primary news source for foreigners doing business in
China, and also for the best-educated, most-affluent households in Hong Kong, ranking ahead of the Wall Street Journal Asia, the Hong Kong Economic Times, the Financial Times, and the Hong Kong Economic Journal. SCMP tends to be southern China’s first choice for professional job advertisements and attracts high-end consumer product advertisements (e.g. for luxury goods, overseas properties, watches & jewelry, and wealth management services).
The South China Morning Post newspaper is the flagship product of SCMP Group.
The group also publishes magazines (such as Cosmopolitan and Harper’s Bazaar), produces music and videos, and has operated stores (including Daily Stop, Dymocks, and Health Plus), but the majority of revenues and profits are derived from its newspaper operations.
The Asian financial crisis starting in 1997 hurt many businesses. Belt tightening and some bankruptcies in Hong Kong reduced the demand for newspaper advertising. SCMP experienced a dramatic decline in classified ads – from