South China Morning Post says credible coverage key to becoming global media brand

May 11, 2015 1:30

Michael Chu speaking at the INMA World Congress 2015

The marketing boss of the South China Morning Post (SCMP) has talked about how the publisher shifted its local audience to a global one by emphasising its unique ability to cover the growth of China.

Speaking at the 2015 International News Media Association (INMA) World Congress in New York, Michael Chu spoke about how in a competitive landscape of 13 newspapers SCMP pursued a “blue ocean strategy” to become a global media brand.

“We had to ask ourselves was do you want to continue investing heavily in our local readership and local coverage but to compete against our local competitors – 13 of them,” said Chu.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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3 COMMENTS

Please Hammer Don't Hurt 'Em 11 May 15

Is this trip being paid for by anyone from the newspaper groups? or the body representing them?

It’s a long way to go to report on a medium in such terminal decline.

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Alex Hayes 11 May 15

Hi Hammer,

This section of the trip isn’t sponsored by anyone – Nic was in NY covering the Digital Newfronts last week so we’ve just kept him there. Rest assured if we have sponsorship on anything we do we’ll disclose it openly.

Cheers,

Alex – editor, Mumbrella

Please Hammer Don't Hurt 'Em 11 May 15

Thanks Alex, thanks for clarifying

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