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Singapore Press Holdings Launches First Free Chinese Newspaper

For the first time, readers can participate in the creation of content for a newspaper

Singapore, 9 May 2006 - Leading media group Singapore Press Holdings Ltd (SPH) today revealed the face of a new publication entitled, “MY PAPER <我报>”, to a trade audience at Red Dot Museum. The compact-sized publication is Singapore´s first Chinese newspaper to be offered free to the public and will debut on June 1, 2006.

The launch of MY PAPER is part of SPH´s commitment to continually engage readers and provide new platforms for young voices to be heard. Designed for working adults between ages 20 and 40, MY PAPER allows young and trendy, bi-lingual Singaporeans to keep in touch with the Chinese language in an enjoyable and accessible manner.

A paper for readers by readers, MY PAPER´S uniqueness lies in its capacity to encourage and embrace readers´ involvement in shaping the product. For the first time, readers can participate in the creation of news content for a mainstream newspaper. They will be invited to contribute short articles, join reporters in conducting interviews, share their opinions and vote for their favourite stories every week. The paper´s tagline “My Life, My Thoughts, My Say” encapsulates the editorial philosophy of reader empowerment and participation.

Also for the first time, readers get a chance to determine the masthead design of a newspaper. Three designs have been specially created by professional consultants. From May 11 to May 20, readers will be invited to vote for their favourite design. Readers´ votes will constitute 80% of the final outcome while votes from the advertisers and advertising agencies will make up the remaining 20%. Details of the masthead voting exercise will be announced in SPH´s newspapers shortly.

Powered by a lean and energetic newsroom, the average age of MY PAPER´s editorial team is 30 years. With a young team helming this new publication, MY PAPER aims to present up-to-date insights into urban life-trends, inspiration, entertainment, lifestyle, work trends, news and issues close to the heartbeat of the young and busy working adults in Singapore .

“We decided on the name MY PAPER <我报> as it aptly captures the spirit of the product. MY PAPER will be like a trusted friend to the bi-lingual young and trendy working adults as it understands their challenges and aspirations, and at the same time provides them with a perfect platform to share their views, interests and concerns”, says Mr Robin Hu, EVP Chinese Newspapers and Newspaper Services Division of SPH.
"MY PAPER will revolutionise the way people see newspapers. By emphasizing the participative element, our readers will not only be reading the news but also take part in shaping and driving the content. So, make sure you are on board to enjoy the ride with us," adds Mr Goh Sin Teck, Editor of MY PAPER.

Characteristics of MY PAPER:
1) Snappy: News, information, views and analyses are presented in sharp, succinct, easily digestible bite-sizes and the reader-friendly layout is easy to navigate. MY PAPER is easy to read and digest

2) Intelligent personal opinion: News reports will be objective and straight forward. Our reporters will not shy away from stating their views through their columns, news analyses, and reviews. Readers can also share their views through e-mail, sms and so on.

3) Bi-lingual: While this is a Chinese newspaper, certain news snippets, terms and names may be in English. This caters to readers who are bilingual and allows them to stay in touch with the Chinese language in a relaxed and enjoyable way.

4) Strong emphasis on visual: Clean, neat and pleasing to the eyes with plenty of pictures, images and graphics. The content is neither tedious nor a drag. In just 20 minutes, MY PAPER will charm you by keeping you in touch with what is going on at home, in the world and your Chinese language.

Target Audience
The bilingual young working adult aged 20 to 40 years who is in touch with himself, and the world around him. He aspires to attain higher levels of achievement and appreciates things from both the East and the West. As a result, he seeks all-rounded viewpoints on issues that matter to him. Always seeking to be constructive and innovative, he cares enough for his voice to be heard.

MY PAPER will be published every week from Tuesdays to Saturdays except public holidays.

As a start, we will distribute between 100,000 to 120,000 copies each publishing day at the following locations:

1) MRT stations in the CBD area and stations in major population centres across the island
2) Offices, institutions, airlines, country clubs
3) Selected households
4) Selected meeting points including leading coffee franchises during weekends.

Subject to market conditions and demand, the print volume will be adjusted accordingly.

For readers who may not be able to get a copy of MY PAPER, an Electronic (ePaper) version will be launched shortly to provide yet another platform to foster more interaction with the internet and online savvy MY PAPER readers.

Issued by Singapore Press Holdings Limited
Co. Regn. No.: 198402868E

For more information, please contact:

Arnold Gay
Corporate Relations
Singapore Press Holdings
DID: 6319 1216
Fax: 6319 8150

Goh Sin Teck
DID:6319 1367

About Singapore Press Holdings
Main board listed Singapore Press Holdings Limited is the leading media company in Singapore, in the print, Internet and broadcasting platforms. It publishes 13 newspapers in the four official languages and more than 80 magazine titles. Everyday, 2.8 million individuals, or 88 per cent of the people above 15 years old, read one of the SPH publications. Its Internet Business Unit manages the online editions of SPH’s major newspapers, which enjoy over 100 million pageviews from 6 million unique visitors every month.

SPH also owns a 20% stake in MediaCorp TV Holdings Pte Ltd, which operates free-to-air channels 5, 8, U and TV Mobile, and a 40% stake in MediaCorp Press Pte Ltd, which publishes free sheet Today. SPH has a 70% stake in UnionWorks, which operates two entertainment radio channels, UFM 100.3 FM in Chinese and WKRZ 91.3 FM in English. In addition, SPH holds an 80% stake in SPH MediaBoxOffice Pte Ltd, Singapore´s largest LED network media company, and a 35% stake in TOM Outdoor Media Group, a leading outdoor advertising company in China.