Readers who communicate with their friends on the mainland should know of a brand called QQ. It's the mainland's largest instant messaging community. As QQ celebrates its 10th anniversary this year, its founder said he was set to break into the white-collar community to broaden the user base and draw in new advertising revenue. The QQ service is operated by Tencent Holdings, a rare purely internet concept stock with a solid track record of profitability since it was listed in Hong Kong in 2004. Founder Pony Ma Huateng recently told Media Eye that he wanted to expand its market share among the mainland's office workers, even though QQ is already the biggest instant messaging community, with more than 411 million active users at the end of March. 'Our platform is usually treated as an entertainment platform,' Mr Ma said. 'However, we need to tell advertisers that we are also serving those in the working community.' To do that, he will have to put more effort into boosting the QQ brand, and Tencent must convince advertisers that the firm is a leading internet portal, not just an entertainment website. To achieve this, it has signed up as a leading sponsor of the Shanghai World Expo 2010. 'Sometimes advertisers aren't fair to us when allocating their budgets,' he said. 'We are doing well in some sectors, like beverages and other leisure-related segments. But we have only a few clients from sectors such as housing and vehicles. Advertisers only choose our rivals, like Sohu and Sina.' Apple's red-letter day Next Media's Hong Kong Apple Daily will celebrate its 14th anniversary on Saturday. Media Eye has learned that staff working at the newspaper will each receive a red packet containing HK$100 in recognition of their hard work. Apple Daily offers some of the best employee benefits among news organisations in Hong Kong. It is still committed to a 13-month salary, with a bonus by year-end as part of an incentive scheme. However, the downturn has hurt the newspaper's advertising revenue, and staff already have had a 3 per cent across-the-board pay cut this year. We know that founder Jimmy Lai Chee-ying not only stresses high-quality journalism but also demands a variety of skills from his journalists as the group transforms into a multimedia company. Last week, Mr Lai was guest speaker at the annual dinner of the Society of Publishers in Asia. A query from the floor asked if a reporter needed to both write and shoot video on site, suggesting that would make it difficult to be a specialist in either field. Mr Lai replied that a specialist was not necessarily one who handled just one task but could multitask. A clear message to staff if they are keen to keep their job. Mr Lai was also asked why Apple Daily used a story about Richard Li Tzar-kai's son on the front page of the June 5 edition instead of one about the June 4 vigil. 'We reported June 4 on June 4,' he said, laughing. Then, he was asked to name his biggest mistake. Mr Lai is on record as having said that he learned something from all of his mistakes. He nominated AdMart, the online supermarket he set up 10 years ago, as his biggest mistake, saying it had cost him a lot of money. But the mistake was so stupid, he had learned nothing, he said.