ADVERTISERS in the South China Morning Post will soon be able to target their messages to selected areas in Hong Kong or China. A new system installed at the Morning Post Centre will perform a task once left to street vendors - inserting sections of the newspaper. The sophisticated insertion machine, part of the new technological capabilities, will help advertisers reach specific markets, said assistant general manager Sally Chow. Ms Chow said the slowdown in Hong Kong's property, retail and financial markets and speculation about the territory's future would not affect company plans to expand operations. 'Right now, the market is a bit slow but, compared to the Chinese press, we are maintaining our market share in display advertising,' she said. 'The move to Tai Po, with all its modern technology and equipment, will enhance our business in the future. 'Two additional printing presses housed at the Morning Post Centre will double the South China Morning Post's colour printing capacity. 'With research indicating that colour ads sell 43 per cent more merchandise than black-and-white ads, advertisers will be pleased to know they can have more flexibility on colour positions.' Ms Chow said: 'The inserting machine allows us to insert supplements or special lift-outs into specified areas. If they just want our China print-out - our China circulation is now around 5,000 - we will be able to insert specially for them. Previously, they would have to print more than 100,000 copies. 'Or, if they wish their inserts to run in the hotel subscription edition only, their messages can be targeted to that segment of the market. Advertisers' inserts can be targeted to specific areas for distribution. 'With our ability to accommodate more inserts in the newspapers, we can offer our design and copy services to clients.' Ms Chow said the company was looking to add to its specialised publication stable. Titles currently published included the annual Financial Review, China Financial Review, Hong Kong Review, fashion catalogues, a Christmas magazine and Cybertech, a technology-related magazine. 'We are moving into very specialised publications for the China market. This year, we published the China Media Directory which we will update annually. In the next issue, the coverage on radio and TV will be expanded,' she said. 'Next year, we will launch a computer directory for greater China. At the same time, we will also distribute exclusive reports on specific industries in China, such as on information technology, construction and the television and video-cassette markets. 'In January next year, we will hold a seminar on the computer industry in China. This will be a joint-venture project with the China Statistics Consultant from Beijing,' she said. Ms Chow said the new plant would allow further expansion. 'We will not be restricted in terms of hiring additional staff and operating editorial sections at Tai Po,' she said. 'Yes, we will have a bigger paper. It will be hard to predict now because of current market conditions. The key issue is, it's less than two years to 1997.'
