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SCMP Reporter

Newspapers have an advantage over other media because they have a variety of sections such as sport, food, fashion, travel, business and arts. These help advertisers reach readers with specific interests or lifestyles.

  There are two main types of advertising in newspapers: classifieds and display.

  Classifieds are charged for per line and categorised under subject headings such as employment or tuition.

  Display advertisements, used by retail firms, bring products to consumers. The cost of these advertisements is calculated by the amount of space booked on an editorial page. The cost is calculated on column width multiplied by centimetre height.

   Class activity:   1. Look through a copy of the South China Morning Post to complete a content analysis on each page by marking a red cross on all display advertisements.

  2. Compare the percentage of advertising with editorial space in the Post' s news section or the whole paper.

   Calculate the total column cms of display adverts.

 (For display advertising purposes the page is eight columns multiplied by 56 cms).

   Calculate classified adverts as if they were full-page adverts.

  3. Compare your calculations with the class.

  4. Do this for a week.

  5. What is the daily advertising average?    Activity for junior forms:   1. Cut out five display advertisements from the Post which you think are targeted at different markets. For example, females 10-14 years; males 14-18 years.

  2. For each, identify the target group and explain your choice.

  Thank you to the West Australian NIE department for their assistance with this exercise.

  Activities are more effective if each student can use a whole, current SCMP and Young Post.

   Have any interesting ideas? Teachers' comments and suggestions will help us create an increasingly effective column. Feedback should be sent to: The Editor, Young Post, PO Box 323, Tai Po, New Territories.



Newspapers multiply chances of reaching wider market