Lianhe Wanbao steps up marketing efforts after revamp

Evening daily Lianhe Wanbao is sporting a new look again, after its last revamp in 2014. Beyond aesthetics, its content was also refreshedto position itself as the “people’s paper”. In a statement, Lianhe Wanbao told Marketing that it has to date organised five roadshows at hawker centres and there will be three more to go.

“Through these roadshows, which were well attended by a few hundreds each time, we managed to reach out to the heartlanders. We also placed ads in other newspapers campaigning our tagline. There will also be outdoor ads in the next few weeks,” said Goh Sin Teck, editor of Lianhe Zaobao and Lianhe Wanbao. Goh said to The Straits Times that the response from Lianhe Wanbao’s readers has been very encouraging so far, “with newspapers sales going up for the past months”.

Next month, the team will be at Kampung Admiralty, Yuhua Village and Ghim Moh Hawker Centre. To attract new readers, complimentary newspaper copies and two-week digital subscription redemption cards will be distributed. The campaign will end at Tampines Round Market on March 31.

Goh also added that the use of a consistent colour scheme in the sections section and bigger font size across its pages have also gotten good reviews among its readers, which are mostly mature.

One of the key changes involve the editorial team tapping on social media monitoring tools to suss out topics trending for its audience. There are also several new weekly series such as a healthy eating column on Mondays where a nutritionist evaluate recipes sent in by readers, a feature on Tuesdays that details the experiences of hawkers. Meanwhile, its lifestyle pages will also be dedicated to beauty on Mondays, food on Tuesdays, home or travel on Thursdays, and health on Sundays.

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