South China Morning Post

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South China Morning Post

• A sophisticated and educated audience
  All users of SCMP.com have to register by
  completing a detailed questionnaire, providing
  such information as education, age, gender and
  income. From this data and a survey conducted by
  ACNielsen, we know that our users are affluent
  and educated and the Internet is an integral part
  of their lifestyle. The SCMP.com user profile
  Unique targetable registered users 706,356
  (August 2003) Male 66 Age 34 years old
  University graduate and above 79 Average
  household annual income HKD515,635 Average
  hours on Internet per week 7.1 hours Live in
  Hong Kong 61

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Advertising

• Whose press is it anyway, Readers or
  Advertisers?
• Papers/Programs driven by reader revenue alone
• Papers character driven by reader preferences
• Market distortion, reader driven vs. advertising
  subsidized
• Papers/Programs driven mainly by advertising
  quest for eligible consumers
• Papers character also driven by advertisers
  preference, advertisers perception of reader
  preference.

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Advertising

• Impact of Advertising on the Availability of
  Media for Blue Collar Workers
• Great Britains Daily Herald
• double readership of the more conservative
  Financial Times, The Times, and Guardian combined
• US LIFE Magazine

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Advertising The Business of News

• Advertiser Pressure
• Society of American Business Editors and Writers
• 80 Reported that advertiser pressure was a
  growing problem
• 45 knew of instances in which news coverage was
  compromised due to advertiser pressure

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Where Advertising is King

• KCBS TV firing of David Horowitz because of
  investigative reporting on car safety
• Survey of Investigative Reporters and Editors
  Association Nearly 75 reported that
  advertisers had tried to influence content of
  news
• Reports indicate that nearly as many stations
  change news coverage in response to advertiser
  pressure (40) as those who resist the pressure
  (43)

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Advertising Control of Program

• There will be no material in any of our programs
  which could in any way further the concept of
  business as cold, ruthless, and lacking all
  sentiment or spiritual motivation.
• Procter Gamble

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Advertising Sensibilities

• Sports Illustrated lost more than 1 million in
  golf ball ads after doing a story on lesbian golf
  fans at the Dinah Shore tournament in Palm
  Springs.
• "In an effort to avoid potential conflicts, it is
  required that Chrysler Corporation be alerted in
  advance of any and all editorial content that
  encompasses sexual, political, social issues or
  any editorial that might be construed as
  provocative or offensive."
• Young Rubicam "considers antisocial or in bad
  taste,"
• Ameritech spokesperson said the company steer
  clear of "anything controversial."

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Controlling Information FlowsControlling Media
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Managing the Media Hong Kong the World
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