Thesun 2008-11-21 Page21 Thesun - Fabulous Friendly And Free

theSun

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| FRIDAY NOVEMBER 21 2008

media & marketing by Angela Sargunan [email protected]

ABOUT 350 senior executives from various media agencies and clients of theSun were given a presentation of the key findings of The Nielsen Company’s Malaysia Prime 2008 study at the Sime Darby Convention Centre, KL on Tuesday. Malaysia Prime 2008 had been commissioned by theSun to study media consumption habits of higher income, affluent individuals (personal income of over RM2,500) in the Klang Valley. It indicated quantitative justification of theSun’s editorial strength and columnist-pull with a very strong image among its mostly affluent readers, of whom 81% spend up to 30 minutes a day with the paper on weekdays. More than 70% of respondents had indicated they read theSun because it is credible, provides

Douglas explaining the research methodology used in the sample survey

theSun – Fabulous, friendly and free thought-provoking, in-depth analysis of news and issues which reflect the concerns of discerning Malaysians. The paper is targeted to a niche market – the affluent readers in the Klang Valley, where theSun is the first read of the day and has “top of the mind recall”, especially by the authorities, quipped acting editor-in-chief Chong Cheng Hai in his opening speech. Using three “F-words”, – fabulous, free and friendly – to describe theSun, Chong said it highlights important news and strong diverse opinions ranging from political, public interest to human rights. And in line with theSun’s tagline – “Telling it as it is” – readers can rest assured they can obtain credible and truthful content in a compact, easy-toread manner catered to busy executives, he said. “theSun not only offers convenience by our daily distribution at strategic locations like offices, LRT

stations and 7-Eleven outlets, but readers who are unable to get a copy can also easily access its website sun2surf.com to obtain the e-paper version,” he said. Nielsen Media Research executive director Andrea Douglas then took the rostrum to tell the guests about the research objectives and methodology and sampling frames used in the study. The study had a sample size of 888 respondents from top to middle level managers in business, government and education as well as professionals living in the KL/PJ areas, who answered a 30-minute online questionnaire, in February. theSun marketing and advertising manager Patrick Chin spoke on the highlights of the study’s findings. A key finding of the study was that theSun had been enjoying a pass-on readership rate of 2.9 readers per copy (RPC). Rival English dailies The Star and New Straits Times have a RPC of 3.1 and 3.0 respectively. theSun distribution channels manager Joehari Abdul Jabbar, who briefed the audience on the paper’s distribution channels, also revealed that the company is planning to increase its print run to 300,000 copies in the near future, from the current 275,000 . theSun currently circulates 223,000 copies in the Klang Valley, with 80,000 distributed in the Golden Triangle, where most of the urban readers are centred.

After the presentation, Friends Advertising chairman Shahar Nor said: “It was very frank, honest and easy to understand. The research was well configured and tells the current and overall picture of theSun.” “The presentation was also very authentic which had its own feel and style. Unlike many survey presentations, which are often dull and boring, theSun had its own staff to present its findings in a light and easy manner,” he added. “The survey showed that theSun has high value from its concise news which speaks for itself, and high circulation in the Klang Valley,” said Fox Communication

project director Caroline Raj. “In this light, we can inform our clients that theSun is the right medium to target urbanites,” she said, adding that people often have the impression that everything that is free is not so good, but theSun proves otherwise. After the event, guests were presented goodie bags with a copy of the research findings in a 2Gb thumbdrive. Guests also had the opportunity to mingle during lunch while perusing samples of theSun’s creative capabilities, award winning reports, authoritative editorials and influential columnists.

Media agency representatives and theSun advertisers ardently listen to the survey findings.