The Sun newspaper started it all. Around 5 years ago (or more), they made their newspaper free. They placed their newspapers at designated public areas every morning, and they are usually snapped up within hours. Who cares if it doesn't have much content? It's free!
Then, a new free publication called Malaysian Today started last year. It is thinner than The Sun, and contains only sports news, local varsity news, and entertainment fluff. It's distributed around many colleges, including ours, and is published every 3 days or so. As usual, students grab it up quickly even though it doesn't qualify as a newspaper. But what can we expect? It is free!
Until The Star came along, that is.
The Star, Malaysia's premier English newspaper, debuted the R.age pullout last year. It is a youth-centered publication and they did a trial run in Klang Valley. As a result of its success, it is now distributed in many colleges as well. But they're not just distributing the pullout, they're distributing the daily paper as well.
That's right - all RM1.20 of it is now free. It is the real deal and contains the actual newspaper being sold outside. As a result, you will see a crowd of eager students rushing to get a copy. Nevermind the fact that they won't read it - it's free!
The Star really raised the bar in terms of free publications. Although it is only done in campuses, I expect other newspapers are shaking in their boots. I wonder if New Straits Times will follow suit?
Of course I realize that all this is a thinly-veiled attempt at marketing. It doesn't matter if they say it's to "encourage the reading habit" among young Malaysians, I know what they're up to. By giving The Star out for free, it will increase its readership among the 20-24 year olds. And if you still haven't realized it, 20-24 year olds are an advertiser's dream audience as we are the biggest spenders (the yuppies). With this in mind, The Star can effectively raise its advertising rates by claiming that "lots of young rich people read it".
Pinky, are you thinking what I'm thinking?
3 comments:
I've heard that they were distributing the papers but nobody told me where... do you know where it's placed?
I spend RM28 a month buying the paper from the mart...Save for 5 months and that's like a free Esprit top *Gasp*...
They put it outside concourse area around 10-10.30am
Best regards from NY!
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