SINGAPORE — The recent news about SPH Media inflating circulation figures of its titles has cast a spotlight on the relationship between circulation as well as readership numbers and advertising
of its titles has cast a spotlight on the relationship between circulation as well as readership numbers and advertising rates.
But with changing household sizes and the replacement of printed newspapers with digital copies, the numbers no longer correlate, said former SPH chief marketing officer Elsie Chua, adding that similar independent platforms are used to provide insights on digital audience now. Ms Chua added that readership numbers are a better gauge for advertising effectiveness and offer “deeper insights into audience demographic and psychographic profiles”.
SPH has said as recent as its annual report in 2021 that its total print and digital circulation numbers reported are in accordance with the rules set by ABC in 2016.
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SPH Media’s inflated circulation numbers could erode trust of readers and business partners: Marketing expertsMisleading data could result in ineffective advertising spending and lower business sales, says one senior marketing lecturer.
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'Absolute transparency is needed': Advertising and marketing industry body expresses disappointment in SPH Media caseThe Association of Advertising & Marketing Singapore (AAMS) said one would expect SPH's responsibility to extend well beyond just commercial boundaries, given its role as a national medium.
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Not Being Strait Forward: The SPH circulation scandal & its impact on Singapore’s media scene explainedThe Straits Time publisher admitted to inflating circulation figures, in some cases printing newspapers that were counted and then destroyed. SPH is also getting SG$900 million from the government over the next 5 years.
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Lee Hsien Yang uses PM Lee's famous words, says for SPH Media trust circulation issues we should 'Call a spade a spade' - Singapore News'Call a spade a spade. Isn't this just plain fraud?' Mr Lee, younger brother to Prime Minister Lee Hsien Loong said.
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