Post the most read paper among business executives, survey finds

PUBLISHED : Friday, 01 October, 2010, 12:00am
UPDATED : Friday, 01 October, 2010, 12:00am

The South China Morning Post remains the most read English-language newspaper in Hong Kong among affluent and influential senior business decision-makers, according to a readership survey of the city's leading business executives.

Asia 2010 Hong Kong, a survey by market research firm IPSOS BE conducted between November last year and June this year, found that more top business executives turned to SCMP and its sister publication, Sunday Morning Post, entrenching their position as the two publications most widely read by this group.

The survey found that the readership of both the SCMP and SMP, both published by SCMP group, rose in the latest survey. The SCMP's readership exceeded 50 per cent for the first time amongst this group of elite readers, after rising steadily since 2006.

The SCMP's readership climbed to 52.6 per cent from 48.6 per cent in 2009. SMP readership rose to 39.9 per cent from 35.5 per cent in 2009.

'The findings confirm our belief that we are growing from strength to strength amongst the high net worth, high value business decision-makers in Hong Kong,' said Elsie Cheung, SCMP director of advertising and marketing services.

The survey found that the readership of the SCMP was considerably stronger than all other publications amongst top-tier businesspeople with annual personal income of US$200,000 or more. That was 169 per cent above the nearest local publication and 73 per cent above the closest regional publication.

For The Standard, the readership increased marginally to 18 per cent in the latest survey from 17.5 per cent in 2009. The Financial Times Asian edition improved to 18.8 per cent this year from 15.5 per cent last year, while The Wall Street Journal Asia declined to 20.8 per cent from 22.6 per cent in 2009.

Apple Daily remains the most popular Chinese-language publication with a readership of 37.3 per cent.

First choice

An independent survey finds SCMP is the pick of executives

The South China Morning Post's readership in this group rose to: 52.6%

The Sunday Morning Post's readership among executives increased to: 39.9%