Newspaper Advertising

The print media industry encompasses various titles. While most people will envision the print media industry of newspapers, it covers the magazines as well. Each title will target a certain segment which has its own profile and demographics.

Newspapers in print media

Newspapers in Malaysia are categorized based on their languages. There are in general 4 major languages in Malaysia which mean there are 4 major types of readers. Within these categories, they have their own sub-segments as well. They include:

• Bahasa Malaysia – Berita Harian, Berita Mingguan, Kosmo!, Utusan Malaysia, Utusan Mingguan
• English Language – The Star, New Straits Times, The Sun
• Chinese Language – Sin Chew Jit Poh, Nan Yang Siang Pau, China Press
• Tamil – Makkal Osai, Malaysian Nanban, Tamil Nesan

The newspapers listed above does not cover all that is available in Malaysia. Besides language-based papers, there are some titles that are targeted to a specific market. This includes New Sabah Times which is published for the Kadazan-Dusun people in Sabah and Utusan Borneo in East Malaysia. Meanwhile, there are other titles that are more specialized and targeted namely:

• The Edge – A business newspaper with insights and various sub-sections for lifestyle and others
• Focus Malaysia – Weekly publication on business in Malaysia and the region

As a multi-cultural society, Malaysians are among the most unique nation in the world where they can speak at least 2 different languages. It must then be noted that the communication medium among Malaysians can be in English Language, the national Bahasa Malaysia while most have their own mother tongue of Chinese, Tamil and many others.

This natural landscape is the main reason why Malaysia has many choices when it comes to newspapers. Newspapers in Malaysia are available in English Language, Bahasa Malaysia, Chinese, Tamil and other languages, mainly targeting to readers of a specific community and background.

This makes advertising in newspapers a very challenging task as advertisers have so many choices to choose from. However, unlike other mass media like television and radio, newspapers are more language centric, making them easier to select and use.

Types of newspapers

The types of newspapers in Malaysia are all determined by the language that they are published in. To date, there are no multi-lingual newspapers in Malaysia as this media is usually more targeted for the particular segment.

In general, there are 2 types of newspapers namely broadsheet and tabloid which is referred to in terms of their sizes. Most newspapers in Malaysia are available nationwide while there are a few regional ones like Borneo Times in East Malaysia. Otherwise, all other publications are widely distributed around the country in which they are further divided between different regions (eg: Northern, Central, Eastern and Southern Region).

How to advertise on Newspapers?

To advertise on newspaper, you will have to first identify the appropriate target market. This is because there are so many options to choose from which are all determined by the languages. English newspapers include The Star, Malay Mai, The Sun, New Straits Times and Borneo Times. Bahasa Malaysia newspapers include Utusan Malaysia and Berita Harian while Chinese dailies include Sin Chew Jit Poh, Nan Yang Siang Pau and China Press. Tamil language newspapers are Tamil Nesan and Malaysia Nanban, among others.

It must be noted that each publication is targeted to readers not only from a specific background but in terms of age group, income group, region and location as well. Therefore, it is imperative that you engage a media planner which is reputable and established while having the relevant experience in media booking with the newspapers.

Engage an established media agency

Advertising.my is one of the most experienced media planning agencies in Malaysia today. With more than 15 years in this segment, we have the relevant people and the market know-hows to help you with you media planning needs.

We will start by consulting you on what your campaign is seeking out to achieve. From there, we will derive a newspaper media plan which is suitable for your campaign. This will include the following factors which are:

• Target market
• Target newspapers
• Frequency
• Cost

We will ensure that your ads are placed in the most suitable newspapers so that you can reach your target markets more effectively.

If you are looking at newspaper to have a wider reach, going through us will bring about great benefits and advantages as we work very closely with all the newspaper media owners. We are able to provide discounts and more savings in a long run which will then allow you to focus on your expenditure in other media or in more frequencies.

Among the benefits of going through Advertising.my for all you newspaper needs are:

Booking of ad space

We will offer you advice on which newspapers are best and most appropriate for your campaign. Through our long-term collaboration with media partners, we can offer you discounts that are not available through other channels.

Comprehensive Process Flow

Once your ad spaces are confirmed, we will ensure that all the deadlines and deliverables are carried out effectively. This includes the preparation of design and artwork as well as sending them for colour separation process. From there, we will monitor that all the prints are according to your specifications before submitting them to the publishers.

Monitoring

Once we have sent the ads to the publishers, we will monitor to ensure that all your ads are published as booked and confirmed. We will then channel any feedback on future enhancements or improvement methods to you for further action. This will include adding frequencies of advertising, moving to other publications and even changing of the layout and design.