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New-look Zaobao to attract young readers

New-look Zaobao to attract young readers
The Straits Times - March 2, 2012
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New-look Zaobao to attract young readers

CHINESE broadsheet Lianhe Zaobao will greet readers with a new look in two weeks' time.

The revamp, which comes a month after the launch of the paper's tablet app, is aimed at keeping pace with the challenges posed by digital media, and attracting more readers.

At an event yesterday, some 300 advertisers and guests got a sneak peek at the paper's new design.

Editor Goh Sin Teck told them that the aim is to put out a well-designed newspaper filled with well-written articles that provide useful information and food for thought for its readers.

'This revamp is not just about changing the typeface or tweaking the masthead,' said Mr Goh, who was appointed editor last August.

'We will continue to be a reliable, fair and balanced newspaper - qualities which will not be compromised.'

The paper's various sections, including Singapore news, China news and business news, will remain, but they will be colour-coded for easy navigation.

The daily lifestyle section, zbNow, and the weekly supplement zbWeekly have been redesigned and given new mastheads.

zbWeekly's revamp aims to give readers the experience of reading a magazine packed with lifestyle news.

Readers of the supplement, which comes out on Sundays, can also write to Lianhe Zaobao with questions that they would like to ask their favourite personalities. A different person will be featured each week, and will answer readers' questions.

Mr Robin Hu, the senior executive vice-president for the Chinese Newspapers and Newspaper Services Division, said the aim of every revamp is to attract new readers, especially younger ones.

'With Singapore's bilingual education policy... we see the emergence of a group of bicultural and bilingual young readers,' he said.

Lianhe Zaobao, which had its last major revamp in 2003, has a daily circulation of 173,000 copies.

It recently made available its content on mobile apps for both iPad and Android tablets, and launched an electronic paper where readers can flick through the pages of the newspaper.

So far, the tablet apps have been downloaded more than 50,000 times.

Mr Hu said the paper is working on expanding its suite of digital options to include an app for smartphones, and on revamping its website at





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