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Official Trade Launch Date: 9th-10th May 2006 Venue: Red Dot Museum
《联合早报》May 10, 2006 6月1日起，新加坡第一份免费华文报《我报》（MY PAPER）将正式登场，准备成为20岁至40岁读者手中的崭新读物。 《我报》对准的对象应该是年轻、拥有华、英双语背景的工作人士，想要通过报章了解社会和世界，对于未来也充满希望。《我报》的定位是为了满足他们对新闻的需求。 报业控股执行副总裁（华文报集团及报章服务集团）胡以晨说：“我们将免费报纸取名《我报》是因为它反映了新产品的精神。它对双语的年轻、时尚读者来说就像个可信赖的朋友，深明他们的挑战和期望，同时为他们提供完美的平台，以分享意见、表达他们的兴趣和关怀。” 他说，时下年轻人希望在40岁以前有机会累积国外的工作经验，中国往往是他们向往的首三个国家之一。华文报将能扮演强化语言能力和传承文化的角色，让他们不会失去运用母语的能力，以及与中华文化的联系。 新加坡报业控股华文报集团昨天和今天向大约700名广告公司和商家推展《我报》，仪式在红点设计博物馆举行。 首先，《我报》将颠覆一般人对报纸的概念，让读者直接参与它的诞生和成长，把报头（masthead）的决定权“出让”给读者，让他们从三个选择中挑出最亮眼的报头。 报纸最大的特色是强调读者的参与及归属感，他们将有机会在记者的引导下，和偶像或政治人物进行访问，过一过记者的瘾。 《我报》的新闻有以英语或华语书写，不过大约八成是华文新闻。对于具备双语能力的读者，《我报》总编辑吴新迪形容，《我报》更像个亲切的朋友——只要你每天给它20分钟。 吴新迪也说，《我报》的新闻以精简为主，立场保持中立、客观，文字力保精炼有力。记者将通过专栏或新闻分析，表达个人的主张，《我报》更鼓励读者通过电邮或简讯以英语或华语在报上发表感言。 为了吸引年轻读者，版面的设计讲求清新、易读，以照片和图象为主。对于一些难懂的华文名词，《我报》提供英文翻译，想学习的读者可一目了然。 吴新迪说：“《我报》将颠覆一般人对报纸的看法，尤其是强调参与的特色，我们的读者不单是阅读新闻，他们也参与制作和推动报纸的内容。” 胡以晨透露，《我报》正在筹备电子报，让读者通过不同的媒体接获他们想要的讯息。 报业控股高级副总裁（报章服务集团）蔡伟鹏说，为了争取目标读者，全彩色版的《我报》每个星期二至星期六出版，刚开始阶段，每天报份是12万。 读者将能在早上时段，在地铁站、中央商业区、乡村俱乐部、连锁咖啡座等得到免费报纸，一些报纸则将派送到属于这个年龄层、掌握双语，但过去没有阅读早报习惯的读者的住宅。 来自IMSG广告公司的户头经理陈寿臣（24岁）说：“《我报》的新闻字数比较少，让读者更容易消化新闻。由于是免费的报纸，我相信它一定会吸引年轻人去阅读。” 从本月11日到20日，《我报》将主办一项报头设计的公开投选，让读者选择他们最喜欢的设计，赢取丰富奖品。公众可以参阅报业控股集团出版的报刊。 《我报》不会对现有华文报带来冲击 自1983年报馆合并推出《联合早报》和《联合晚报》，新加坡隔了23年再出现一份新的华文报——《我报》。 报业控股执行副总裁（华文报集团及报章服务集团）胡以晨，昨天中午在《我报》的推介仪式上说，从1999年到2004年，受过华文教育的读者从174万增加到207万，增幅是19％。 在同时期，华文报读者的增幅却只有8％，换句话说，有大约80万在本地教育体系受过华文教育的国人，并没有阅读华文报。 据他分析，很多人有阅读华文报的能力，但是他们无法在市场上找到想要读的报纸。他希望《我报》能吸引这类读者，开始接触华文报，有一份属于他们的报纸。 胡以晨说，由于《我报》的目标读者有别于现有华文报的读者，《我报》并不会对它们带来冲击。《我报》的读者并不包括家庭主妇、学生、蓝领工人和《联合早报》的读者。 报业控股出版的华文报是《联合早报》、《联合晚报》、《新明日报》、《爆米花》、《星期五周报》和《大拇指》。 《我报》总编辑吴新迪说：“相对于早报，《我报》就像是分量较轻的点心，觉得不够的时候，就会去找全餐来尝尝。”
The Straits Times, May 10, 2006 New Chinese freesheet to be a readers' paper A BRAND-NEW, free Chinese newspaper hits the streets here on June 1, promising to get readers involved in everything from the masthead to the reporting. Called 'My Paper', or 'wobao' in Mandarin, Singapore Press Holdings' (SPH) first Chinese freesheet will be a readers' paper in more ways than one, said the paper's editor, Mr Goh Sin Teck. For instance, from tomorrow to May 20, readers will be able to vote for their favourite of three masthead designs. Details of the voting process will be released in SPH newspapers shortly. Reflecting the freesheet's tagline - My Life, My Thoughts, My Say - readers will be encouraged to shape and drive the paper's content by contributing articles, joining reporters in conducting interviews and even voting for their weekly top stories. They can also send SMS messages of their views to the press, in Mandarin or English. About 20 per cent of the paper's content will be in English, including news snippets from The Straits Times. Describing this approach as 'revolutionising the way people see newspapers', Mr Goh said the paper will be appealing to an 'untapped group, namely young, trendy, bilingual working adults between the ages of 20 and 40'. The aim of the new freesheet is 'to incubate young readers to be future readers of the main Chinese language papers', said SPH's executive vice-president (Chinese newspapers division) Robin Hu. At present, many people here can read Chinese, but 'it is a big leap for a young reader to read Zaobao after leaving school', he told about 350 trade representatives at the preview of the paper at Red Dot Museum in Maxwell Road yesterday. My Paper aims to be a bite-size, 20-minute package enabling readers to keep in touch with what is going on at home and in the world, as well as keep up with the Chinese language in a relaxed, enjoyable way, he added. It will contain small news items covering IT, music, entertainment, sports and office survival tips. The freesheet is the latest product from the SPH stable of newspapers. Singapore's first free tabloid, Streats, closed down in December 2004 after four years. To begin with, between 100,000 and 120,000 copies of My Paper will be distributed from Tuesdays to Saturdays, except public holidays. The 32-page, full-colour paper will be available to targeted households, at MRT stations with high passenger volume, as well as tertiary institutions, offices, airlines, country clubs and selected meeting points like popular coffee outlets. An online version will also be available. Advertising agencies at the preview said the paper was 'a compelling product'. Managing director of public relations firm IMSG Dora Yip said: 'The East-meets-West concept is perfect for clients who want to tap into the bilingual market.' |