Sing Tao Daily
Sing Tao Daily has been a well-established Chinese-language newspaper since 1938 and is still published today. Sing Tao Daily was founded by the Tiger Balm Oils boss, Wu Man-fu, with the promotion of his products as one of the main objectives. It acted as a pioneer in the establishment of a new standard for the industry when it quickly gained a reputation in editorial achievement (Wong, 2000).
The introduction of such an objective in organizing a newspaper also contributed important innovations to the system of advertising in newspapers. Newspapers were an important channel for advertising before the establishment of wireless broadcasting stations, Television Broadcasts Limited (TV) in 1967. There is no doubt that Sing Tao Daily played a significant role in newspaper history as a communication and advertising medium in Hong Kong; moreover, it has gained a reputation as a model case in most academic studies of newspaper advertising in Hong Kong. Newspapers were the only mass medium to enter into the daily life of the general populace during these two decades, and Sing Tao Daily remained consistently one of the major papers throughout this lengthy period. Its readership consisted of middle class and common working people seeking news of daily events and practical information to help them cope with the harsh realities of daily life, rather than pleasure or entertainment (Wong, 2000).
Credit:ivythesis.typepad.com
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