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While many publishers race to move absolutely electronic, the South China Morning Post (SCMP) is status through print — and it’s paying off. Speaking to The Drum as a part of the News Horizons collection, SCMP’s Kevin Huang, SVP of promoting and advertising answers, and the way the 120-year-old writer is balancing heritage with innovation.
“People live beyond digital screens,” says Huang. “Clients tell us they over-invested in digital during Covid. Now, with people back in the real world, they’re reassessing their channel mix – and print is back on the radar.”
It’s a placing message at a time when maximum media firms are chasing first-party knowledge, AI, and social media-driven expansion. SCMP, headquartered in Hong Kong, is doing all of that too — however crucially, it’s holding print firmly within the fold. Its day by day newspaper, shiny way of life titles like PostMagazine and Style through SCMP, and the 100 Top Tables eating information be offering curated, high-trust environments that manufacturers crave.
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The technique appears to be running. Huang issues to sturdy expansion throughout IP occasions, branded content material, and are living studies. SCMP’s Morning Studio department – devoted to inventive storytelling – and its SCMP Live occasions arm are more and more being built-in into multi-format campaigns spanning video, social, electronic, print, and real-world activations.
Print’s position, Huang argues, is emotional. It’s about construction believe and deeper emblem recall — one thing laborious to duplicate on a cellular display screen.
“News will always be a digital-first play,” he admits, “but print gives you a curated, ritual experience. It reaches people when they’re relaxed, reflective, and willing to engage.”
Innovation with out shedding the plot
While holding one foot in conventional media, SCMP isn’t any stranger to innovation. The corporate has invested closely in advert tech, first-party knowledge, programmatic answers, and cellular optimisation. It’s additionally tailoring way of life and cultural content material to prosperous, globally curious audiences — a part of a broader plan to futureproof the emblem towards fast-changing intake conduct.
Social media and influencer advertising are actually main pillars too, as evidenced through SCMP’s award-winning Cathay Cargo “VIP Panda” marketing campaign on Instagram.
But even on this fast-evolving setting, Huang insists the basics haven’t modified. “It’s about content and community. Innovation is vital, but trust is the foundation. That’s how you build a media brand that lasts more than a century.”
A phrase for media friends
Asked what recommendation he’d be offering to publishers grappling with the advert downturn of 2024, Huang is upbeat.
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“Experiment. Iterate. Build partnerships. The industry will continue to evolve, but a culture of learning will always win out.”
In quick: future-focused media manufacturers don’t have to desert the outdated playbook — they only have to grasp which pages are price holding.
Kevin Huang was once in dialog with Mark Challinor – see complete interview right here.
