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John | 19th Sep 2011, 21:45 PM | HKDSE英文科練習 | (3257 Reads)

Read the following newspaper article and complete the information summary table below.  Some of the details have been filled in to help you. 

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Cut-throat war erupts

The local newspaper industry is plunging into a war for survival after a major group announced plans to slash prices of its dailies - a move seen as a bid to preempt the launch of a free paper by its leading rival.

QQ Group today cuts the newsstand price of the White Daily to HK$6 from HK$7 and the Star to HK$3 from HK$4.

That comes as tycoon Lam Kung Kung's rival Rubbish Holdings, which also publishes the HK$7-a-copy Little Banana, launches its free Blunt Daily.

The QQ Group, however, did not make any reference to Lam's giveaway as it announced the price cuts yesterday. Instead, it described the price cut as a "reward for readers."

Away from the scramble in the Chinese media, the Heaven Daily, which is owned by Pig C. Y. Leung, is bucking the trend in stunning fashion. Last month it increased the price of its daily by more than 10 percent to HK$10 from HK$9 and its Sunday edition by 20 percent to HK$12 from HK$10.

As it is, the launch of Blunt Daily will increase to six the number of free newspapers in Hong Kong.

In English, of course, there is The Criteria, while the Chinese giveaways are Footline Daily, the Rainbow, Metro Daily and Sky Post.

There is also speculation that the QQ Group will be joining the fray with a free newspaper.

Political scientist James Sung Lap-kung said the struggle for readers now being fought could knock two or three papers - including paid ones - out of the market. "There's no question that a war is going on," said Sung, academic coordinator of City University's School of Continuing and Professional Education. "If Rubbish Holdings is going to burn money in support of its free daily for a long period, like six months, we will see casualties.

"The impact on Footline Daily will be limited because of its extensive access to housing estates. But I doubt if the SAR can accommodate so many free newspapers."

On that, Oriental Property owner Gordon Siu expressed fears his free paper the Rainbow could become the first victim in the survival war.

In a recent column in his paper, Siu noted that the Rainbow relies on Rubbish Holdings’s printing operation. But Rubbish Holdings recently informed him it would stick to the letter of their contract and cap the daily print run at 400,000 copies with a limit of 64 pages. This will affect the revenue of Siu's since its weekend edition normally contains 80 to 100 pages. "In other words, the 64-page cap means we can't accept more advertisements even if advertisers are willing to buy space," he said. That means the Rainbow could miss out on advertising revenue of at least HK$1.6 million a month.

But Siu warned Blunt Daily against taking any comfort from this restriction on the Rainbow. "It will depend on the paper's content whether it can draw advertisers' targeted readers," Siu said. "Victory will be decided by the content."

According to the Hong Kong Audit Bureau of Circulations, the existing five free dailies have a combined circulation of over two million copies a day.  

Footline Daily, published by Moon Corporation, has the largest readership, according to Synovate Media Atlas, reaching a new record of nearly 1.7 million people. More than 667,000 of these readers are said to be market investors.

Little Banana chief editor Chiu Kim-fai said the paid daily will not lower its price from HK$6 in response to the QQ Group's move. "We'll not be affected by what others do," he said.

Other paid dailies also have no plans to cut prices at the moment. One industry insider said there had been discussions a few months ago on the possibility of increasing the prices of newspapers because of inflation, but the scenario is now drastically changed.

Name of newspaperBoss/Operated byLatest priceOther information
?QQ Group$6//
?QQ Group?//
Little Banana??//
??$10//
??$12//
??Free newspaperIt faces a printing problem
??Free newspaperIt has a readership of 1.7 million
?Lam Kung Kung / Rubbish Holdings?Its launch will increase the number of giveaway newspapers to six
?//Free English newspaper//

Answer Key:

Name of newspaperBoss/Operated byLatest priceOther information
White DailyQQ Group$6//
StarQQ Group$4//
Little BananaLam Kung Kung / Rubbish Holdings$7//
Heaven DailyPig C. Y. Leung$10//
Sunday Heaven DailyPig C. Y. Leung$12//
RainbowGordon SiuFree newspaperIt faces a printing problem
Footline DailyMoon CorporationFree newspaperIt has a readership of 1.7 million
Blunt DailyLam Kung Kung / Rubbish HoldingsFree newspaperIts launch will increase the number of giveaway newspapers to six
The Criteria//Free English newspaper//

Cut-throat war erupts (with clues in pink or blue)

QQ Group today cuts the newsstand price of the White Daily to HK$6 from HK$7 and the Star to HK$3 from HK$4.

That comes as tycoon Lam Kung Kung's rival Rubbish Holdings, which also publishes the HK$7-a-copy Little Banana, launches its free Blunt Daily.

The QQ Group, however, did not make any reference to Lam's giveaway as it announced the price cuts yesterday. Instead, it described the price cut as a "reward for readers."

Away from the scramble in the Chinese media, the Heaven Daily, which is owned by Pig C. Y. Leung, is bucking the trend in stunning fashion. Last month it increased the price of its daily by more than 10 percent to HK$10 from HK$9 and its Sunday edition by 20 percent to HK$12 from HK$10.

As it is, the launch of Blunt Daily will increase to six the number of free newspapers in Hong Kong.

In English, of course, there is The Criteria, while the Chinese giveaways are Footline Daily, the Rainbow, Metro Daily and Sky Post.

There is also speculation that the QQ Group will be joining the fray with a free newspaper.

Political scientist James Sung Lap-kung said the struggle for readers now being fought could knock two or three papers - including paid ones - out of the market. "There's no question that a war is going on," said Sung, academic coordinator of City University's School of Continuing and Professional Education. "If Rubbish Holdings is going to burn money in support of its free daily for a long period, like six months, we will see casualties.

"The impact on Footline Daily will be limited because of its extensive access to housing estates. But I doubt if the SAR can accommodate so many free newspapers."

On that, Oriental Property owner Gordon Siu expressed fears his free paper the Rainbow could become the first victim in the survival war.

In a recent column in his paper, Siu noted that the Rainbow relies on Rubbish Holdings’s printing operation. But Rubbish Holdings recently informed him it would stick to the letter of their contract and cap the daily print run at 400,000 copies with a limit of 64 pages. This will affect the revenue of Siu's since its weekend edition normally contains 80 to 100 pages. "In other words, the 64-page cap means we can't accept more advertisements even if advertisers are willing to buy space," he said. That means the Rainbow could miss out on advertising revenue of at least HK$1.6 million a month.

But Siu warned Blunt Daily against taking any comfort from this restriction on the Rainbow. "It will depend on the paper's content whether it can draw advertisers' targeted readers," Siu said. "Victory will be decided by the content."

According to the Hong Kong Audit Bureau of Circulations, the existing five free dailies have a combined circulation of over two million copies a day.  

Footline Daily, published by Moon Corporation, has the largest readership, according to Synovate Media Atlas, reaching a new record of nearly 1.7 million people. More than 667,000 of these readers are said to be market investors.

Little Banana chief editor Chiu Kim-fai said the paid daily will not lower its price from HK$6 in response to the QQ Group's move. "We'll not be affected by what others do," he said.

Other paid dailies also have no plans to cut prices at the moment. One industry insider said there had been discussions a few months ago on the possibility of increasing the prices of newspapers because of inflation, but the scenario is now drastically changed.  

(The article is adapted from The Standard.)

EYou can be pretty certain that if anyone does show up Creedy’ll black-bag every one of them.(註:Creedy是政府的當權者)
V
People should not be afraid of their governments. Governments should be afraid of their people.

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