SPH's massive marketing rejig

Singapore Press Holdings (SPH) has just announced its new integrated marketing division which brings together both its sales and marketing staff across various platforms. The changes will take place 5 September onwards.

According to a statement shared with Marketing, SPH group CEO Alan Chan told staff in an internal memo that the move will leverage on the strengths and experience of SPH’s staff and "will position SPH better to offer effective media solutions to advertisers and partners”.

Marketing head Elsie Chua (pictured) will now take the role of group chief marketing officer. Chua will also be leading the new integrated marketing division that incorporates print, digital, radio and out-of-home platforms. Meanwhile Ignatius Low, the current managing editor of the English/Malay/Tamil Media (EMTM) Group, will take on the new role of head of media solutions and Tan Su-Lin, deputy head of digital division, will be head of sales strategy and operations, said the Business Times article.

The current  head of integrated sales and print classifieds in the marketing division, Tan Ooi Boon will be senior vice-president for business development for EMTM Group. Moreover, in a dual role, he will also take over as head of information resource centre.

The new set-up is overseen by deputy CEO Patrick Daniel to foster closer ties between advertisers and the various divisions such as EMTM and Chinese Media groups, digital division, SPH Radio and SPH Magazines.

When asked if the new structure would result in job redundancies, SPH said changes are still being finalised.

The traditional print sector for SPH has not been thriving in recent years. In April this year, SPH said it saw continued drop in profits it the second quarter for its media business which ended 29 February 2016 (2Q FY16). The media business revenue fell $12.2 million or 6.0% yoy, mainly due to a $9.5 million or 6.5% dip in advertisement revenue. The results for SPH’s Q1 for 2016 had also seen the group’s media business’ contribution to the overall annual net profit drop.

In January of 2015, sensing the woes of traditional media, MediaCorp also announced a major reorganization, moving away from traditional media lines towards a focus on specific consumer groups.

The segments were aimed at knowing the different customer groups intimately and offering them 360 content. The main changes are in the customer group, one of five groups in the organisation. MediaCorp’s business portfolio, comprising over 50 products, will be managed by teams focused on the following consumer segments: Family, News, Youth, Parents, Women, Men, Malay, Indian, Foodies, Learners, Live Entertainment and Premier.