19 November 2008
Malaysia's one and only free newspaper is indeed telling it as it is. At yesterday’s Malaysia Prime 2008 event, theSun revealed why it is still Malaysia's leading urban newspaper and the first read of the day for affluent individuals in the Klang Valley with a personal income of over RM2,500 per month.
Malaysia's one and only free newspaper is indeed telling it as it is. At yesterday’s Malaysia Prime 2008 event, theSun revealed why it is still Malaysia's leading urban newspaper and the first read of the day for affluent individuals in the Klang Valley with a personal income of over RM2,500 per month.

{reg}The survey by Nielsen Media Research studied readers' perspectives and media consumption habits among high income urban Malaysians. The event attracted more than 400 people from media and advertising agencies, marketing specialists and advertisers.

Andrea Douglas, Executive Director, Nielsen Media Research, clarified that the survey was done to gauge Perception of the brand image of theSun versus other major English dailies in terms of content, credibility, accountability and relevance. She went on say that respondents were mainly from the top to the middle level managers in business, government, education and professionals.

“Findings are based not only on behaviour, but what respondents have read, their ownership of products and also attitudes and perceptions on many issues,” she added.

Chong Cheng Hai, theSun's Acting Editor-in-Chief, explained the 'F' concept (Free, Fabulous and Friendly) and the model adopted by the newspaper that enable advertisers to reach busy and highly mobile white collar workers. The idea of the publication being free for all to enjoy, the fact that it does not cater to any political entity or subdued by a political master and the free space it provides for youths to express themselves in various ways makes it a maverick brand.

“Our readers do not have to go through 200 over pages just to look for the news they want to read. We report facts and we do not spin news for anyone, for any purpose. Our style enables our readers to get the news fast, in a compact format.”

Joehari Abdul Jabbar, theSun's Distribution Channel Manager announced that they are planning to increase its print run to above 300,000 copies in the near. “With verification from third party audits and being a member of the Audit Bureau of Circulations (ABC), confidence in theSun was further cemented when it was given a 100% picked-up ratio.”

With 275,000 copies (223,000 copies in Klang Valley) distributed daily at 2,700 Sun Spots at key urban market centers, theSun attained significant mileage with its pass-on readership rate of 2.9 readers per copy. It was also noted in the findings that 70% of readers spent more than 15 minutes reading the paper and 65% either read all or ¾ of its content. Furthermore, theSun's readers are big spenders as well with 92% owned a credit card.{/reg}
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