DIGITAL LIFE MEDIA KIT 2013

Transcription

1 DIGITAL LIFE MEDIA KIT 2013

2 ABOUT... Digital Life

3 3

4 Contents Overview of Digital Life Editorial Coverage Benefits to Advertisers ST Readers Profile

5 A Weekly Magazine Of The Straits Times. It reaches mill adults (P15+,2012) and the vast majority of homes and offices in Singapore. Average Circulation: 337,479 (2012)

6 Overview o o o Digital Life is Singapore's leading tech publication and reaches out to 1.25m readers in every issue. The weekly pull-out to The Straits Times has a long history and credible reputation dating back 19 years when it was started as Computer Times. In 2003, the name of the publication was changed to Digital Life to reflect the broader interests of the more tech-savvy consumer who wanted to go beyond computers to other tech products and new lifestyles.

7 Overview o o o DL had a make-over on 7 April 2010, giving it a cleaner and classier look, with less clutter. DL reflects readers desire for info that will help them make better buying decisions and keep pace with tech developments. It has a stronger focus on 2 sections - 1) targeting early IT adopters and the mass market; and 2) business IT. o DL further enhanced its contents on 4 May 2011, which include up-to-date business technology news & in-depth reviews of the latest products.

8 Overview o DL is about people, gadgets and computers Its writers attend global tech events to bring the latest on topics such as 3-D games, smart TVs, smartphones & tablets. o It provides buying tips, product comparisons & user guides. For business, it highlight different issues ranging from cyber-security & business analytics to emerging tech jobs. o The content focuses on how emerging technologies are appearing in mobile phones, social media, Internet, computers, etc and their usage by consumers and businesses.

9 Overview o o o DL showcases its expertise and deep knowledge of the IT consumer and business markets, products and services so as to help readers become better informed. It boasts a business section which starts from the back page for senior managers who want to understand emerging technologies and how to best use them. The Business IT section has a strong focus on SMEs, local companies and start-ups. One key focus is highlighting technologies that SMEs can use to improve efficiency and productivity.

10 Editorial Coverage o Digital Life covers the full spectrum of gadgets like mobile phones, netbooks and e-readers; it s all about business technology. It s coverage includes: Information consumers and businesses need to make buying decisions. Ways of using technology that let people work more efficiently. Digital content that people use, like video games and mobile phone apps for entertainment. Step-by-step guides on taking better digital photos; building a PC, optimising a website for better search results; or setting up a home wireless network.

11 Editorial Coverage o iphones, mobile phones, digital cameras, notebooks, projectors and other gizmos that are of interest to consumers and business users. o Servers, business software and technology issues that arise from the implementation of IT systems in organisations especially SMEs. o The latest global IT developments like virtualisation and saving energy to how organisations can use emerging technologies to remain competitive. o Solutions to IT problems faced by readers, eg. computer crashes, blue screen of death and virus attacks.

12 Editorial Coverage o DL continues to focus as a well-established source of reviews and shoot-outs of major tech products like smartphones, cameras, laptops and tablets. o It also ventures out into broader areas of tech, including sports tech, car tech, science, green energy, robots and many more areas of innovation that deserves the attention of its readers. o It has a fortnightly infographics feature called Weird Tech where it looked at interesting and unusual uses of technology mentioned above as well as explaining how key tech products work, such as how the new keypad token for Internet banking can stop advanced hackers in their tracks.

13 Editorial Coverage o Its What's In Your Phone page interviews one celebrity or newsmaker and ask them what ringtones, music, photos and apps they have in their phone. o DL also has a DIY PC monthly page where it will come up with its best value for money DIY PC. Every month it will update the DL PC with new components like RAM and graphics cards that come in. o The aim, at the end of the day, is for readers who do not want to fuss about the best components to buy and simply bring the latest issue of DL to their fave Sim Lim shop and say "I want this PC with these parts."

14 Editorial Coverage DL s Business: o Business tech remains a key focus for DL, with greater emphasis on SMEs. DL covers news that affects all businesses as well as case studies of companies using tech, tips and tricks plus buying guides for SMEs. o It has a monthly (last week of the month) DL Jobs page which focus on individual industries every issue. For example, it can focus on animation one issue, games development the next as well as areas like IT security and project management.

15 Editorial Coverage o Page flow Commentary News Spotlight Audio/Photos/Printers/ PCs/Phones Gaming New Products SME Tech Whats in

16 BENEFITS TO ADVERTISERS

17 Advertising in Digital Life o DL is a guide on Consumer IT and technology trends and development. o Stories on gadgets, new products, latest IT trends and development, product reviews and buying tips are among the well-read topics. o DL appeals to the well-educated and affluent readers who are also IT enthusiasts. o DL ads give readers a sense of the products available in the market. It also inform them of IT-related events and shows as well as providing a guide to these shows.

18 Advertising in Digital Life o DL ads provides leads to product consideration and purchases for its readers. It help create more awareness & generate more sales enquiries. Excellent for product launches. o DL ads enable its readers to keep tab with the marketplace i.e. knowing what s available, new and good. o DL is the no. 1 source of information for events and exhibitions for its readers.

19 Benefits to Advertisers o Published weekly, on Wednesdays. o An established, cost-effective and cost-efficient medium to reach consumers of the digital lifestyle. o Allows advertisers to target their specific markets and consumers. o Many of the readers are professionals who are interested in gadgets and business solutions.

20 Benefits to Advertisers o Provide advertisers the frequency necessary for brand building. o The weekly nature of the magazine give advertisers an additional avenue to support and complement their advertising campaigns. o Allow shorter lead time to market or launch new products quickly to homes and businesses, thus sharpening the competitive edge of advertisers.

21 The DL Advantages o DL s readers are very loyal and many have been reading it for the past two decades. o It is a must-read magazine with the majority of it readers reading it regularly. Advertisers trying to reach opinion leaders in tech products or to general consumers who are looking for the latest news, deals and tips in tech, should consider DL as its platform. o DL is very active in reader engagement and participates in major tech shows like IT Show and Comex where it covers the show live as well as set up booths at the show to provide giveaways to its readers. o It launched its DL Awards in 2012 where it honours the best tech products of the previous year. It is also working with vendors for reader engagement through its Facebook pages using contests, tournaments or giveaways.

22 FACTS & FIGURES... READERS PROFILE

23 DL s Target Audience o While DL reaches out to readers of all ages and to both genders, most of its readers are men who are also very affluent - 46% PMEBs, $3.6k median personal income. o DL s tagline "small and big toys for small and big boys" says it all with its primary focus on consumer tech products and lifestyle. o DL s primary audience are in the age group which represents the segment with the deepest pockets to purchase gadgets.

24 DL s Target Audience o DL s secondary target audience are the youths in the age group who will become its readers of tomorrow. o DL s youth readership has grown over the last few years as a result of its focus on the games section as well as its active engagements on its Facebook fan page which has more than 25,000 fans.

25 The Straits Times Reader Profile ST readers are well-educated and affluent. 46% are PMEBs and reside in larger house-types. National Population ST Readers 2012 ('000) % ('000) % Total Median Age Education* GCE 'O'/'N' Level GCE 'A' Level Tertiary (Degree/Diploma) Occupation PMEB White Collar Income Median PI $2,440 $3,630 Median HHI $4,820 $7,222 Dwelling Type* Landed Property Condo/Pte Apartment HDB 4-room+/Executive/HUDC Median Reading Time 44 mins Source: Nielson Media Index Base: All people aged 15+.

26 The Straits Times Reader Profile ST readers are also IT enthusiasts and own many IT gadgets. National Population ST Readers 2012 % % Total ('000) Personal Ownership Mobile Phone Smart/PDA Phone g Phone Personal Digital Assistant 1 1 Household Ownership Digital Camera Digital Video Camera DVD Player Home Entertainment System Home Video Game Machine Ipad Massage Chair/Device Desktop/Laptop Any Own Printer At Home HDTV/ HD-Ready Internet- Enabled TV D TV 1 1 Source: Nielson Media Index Base: All people aged 15+.

27 The Straits Times Reader Profile ST readers are heavy internet users, ardent consumers of tech products and rely on newspaper advertising for product knowledge. National Population ST Readers 2012 % % Total ('000) Internet Usage Internet Frequency (Daily) Average Time Spent per Day on Internet (1-5 hrs) IT Product Purchase IT Purchase Decision Maker (Make Decision) IT Purchase Decision Maker (Influence Decision) Advertising Effect (knowledge of brand & model via newspaper ad) Mobile Phone Service Provider Computer Product Digital Camera Mobile Phone Digital Video Camera Source: Nielson Media Index Base: All people aged 15+.

28 THANK YOU