Newspaper advertising in Malaysia can be quite a challenge. This is because newspapers in Malaysia are often and very fondly associated with politics which could be a hindrance for many brands and companies who might not want to be related to politics in any way.
Newspapers still an important media for Malaysians
You cannot however deny the fact that some newspapers in Malaysia have very high readership which makes them extremely popular among Malaysians. This is mostly because unlike any other media, newspapers are still subscribed by a lot of homes.
The advent of the internet has changed how people read news. This is more so with so many online news portals in the market offering ‘unbiased’ and apolitical news. Even if this is so, readers have become somewhat wary of news that are too political and heavy-issued. As such, newspapers are still popular as they offer another view and more light-hearted resources.
Top newspapers in Malaysia
The most read newspaper in Malaysia is the English Language daily, The Star while Bahasa Malaysia newspapers are led by Utusan Malaysia. Other titles in the daily newspaper business include the New Straits Times, Berita Harian, Malay Mail as well as Sin Chew Jit Poh, Nan Yang Siang Pau and China Press, among many others.
Politically linked dailies
It must be noted that all the titles of newspapers in Malaysia are either directly or indirectly owned by a particular political party. The biggest issue here is that most of the titles are owned by parties that are linked to the ruling government party which is Barisan Nasional. As such, perceived as mainstream media, Malaysians tend to read them with a pinch of salt.
Circulation of newspapers across Malaysia
Regardless of whether a title is linked to a political party, if you are planning to advertise in any of them, you must be concerned with its circulation. If you place an ad in The Star, you can be sure that your ad will be seen by at least 100,000 people on that particular day. Therefore, it will surely be very good advertising expenditure for you.
Diverse target readers
This is usually factor that must be considered in all media and advertising. Where this is concerned, you can target a specific group of readers based on the language of the publication as well as the frequency of the print.
Take note that advertising on newspapers can be quite costly and it is a media which is known to have a short life-span. This is because your ad will only appear for a day which is very short as compared to other print advertisements like magazines (which usually lasts for a month). The positives that can be taken out of this are that newspapers have higher readership numbers as compared to magazine and journals.
One of the biggest challenges of advertising on newspapers is that there are too many options to choose from. This comes naturally simply by the fact that average Malaysians speak 3 languages which are Bahasa Malaysia, Chinese and English Language. As such, there are several titles in every language published.
Newspapers are one of the most popular media for advertising despite many people turning to online news and content. Therefore, advertising in this media continues to remain costlier than other media. In fact, the annual expenditure of advertising on print is among the highest among all other options.
It is usually only used by brands with a lot of advertising budget and funding to increase awareness and brand image. Most advertising agencies will be able to advise you on where and how to advertise on newspapers while you can approach the respective media owners directly and engage them as well.