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| New Interactive Device: ZapCode |
Since February, SPH NewMedia had introduced ZapCode, a Korean barcoding technology, to Singapore. ZapCode is a colour barcode encoded with an Internet address for a WAP site (a webpage optimised for the mobile phone).
The ZapCode icons can be zapped from more than five metres away at a low resolution. The technology opens up myriad possibilities for advertisers as ZapCode is flexible in its usage and can be placed on newspaper advertisements, name cards and other creative outdoor media. This brings interactivity to print and outdoor media, and also enables tracking of media response that was traditionally difficult or impossible.
With an ever-increasing number of people in Singapore owning mobile phones with in-built cameras, ZapCode can be easily used by anyone with a compliant model. At this infant stage, the early adopters would be the tech -savvy youths and young executives. Their reponse will largely depend on the right context and relevant content. Advertisers will need to provide carrots and speak to this group in a way that will attract them. For advertisers to benefit greater,
SPH will need to ensure continuous education efforts in driving the adoption of this technology among a wider mass.
SPH is constantly on a lookout for opportunities to attract and retain advertisers. Zapcode may just be the answer to give advertisers greater value and provide consumers with greater interactive options.
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| New Entertainment Magazine "Time Out" |
This month, Ink Publishing launches "Time Out" , a magazine that targets the locals in Singapore. The magazine had achieved success in other major cities around the globe from London to Beijing. Ink Publishing is known for producing inflight magazines.
The publication touts itself to be the best source for up-to-date information on the happenings in town. It also boasts of editorial integrity, uncompromising to the influence of advertisers.
Target Audience: Locals (90%) & Tourists (10%)
Cover Price: S$3.95
Circulation: 35, 000
Distribution: In most newsstands
Time Out's closest competitor, IS magazine, is free and readily available in cafes. Singaporeans are known to look out for good deals, preferably free of charge. Singapore is a small city-state, unlike other cities where TimeOut is published. Information is easily obtained and disseminated via mass media, blogs and websites. With these factors, the viability of the magazine will likely be highly dependent on expats and tourists rather than locals.
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| First Bilingual Radio Station |
From Mar 12th,
Safra Radio launched a brand new station, 883JiaFM with a bilingual music mix, a first in Singapore.
Formerly known as Dongli 88.3FM, Safra Radio had revamped the look, content and name of the station. The website was given a makeover, looking trendier and younger. Even the DJs were decked out in fresher colours and fashionable gear. The station will dish out Chinese songs and English songs too. Their target audience is bilingual adults aged 15-35.
Radio ratings are closely tied up with the popularity of the DJs, the mix of songs and marketing campaigns by the station itself. Shifting the target segment & refreshing the sound of the station are bold moves as the yields are uncertain. The most recent relaunch of Radio 91.3, formerly known as WKRZ 91.3, did not perform* as well as before the relaunch.
*Source: AC Nielsen wave |
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© 2007
Zenithmedia
© 2007 Optimedia
© 2007 Equinox
Photos
credited to media owners
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