Thursday, October 4, 2012

ADVERTISE AND GROW WITH THE STAR---MALAYSIA'S ONLY DAILY WORTH READING!

KEE@FSWMAG.COM

IF YOU ARE GOING TO ADVERTISE AT ALL, YOU MIGHT AS WELL GO WITH THE WINNER AND FLAUNT YOUR PRODUCTS OR SERVICES IN THE PAGES OF THE STAR, MALAYSIA'S MOST INFLUENTIAL, WIDELY READ AND MOST SUCCESSFUL MONEYMAKING NEWSPAPER!

The Star now reaches a staggering 1.839 million readers a day---that's more readers than my blog even, can you imagine? So I must knowtow in the presence of my superior and acknowledge The Star is the bestest and brightest and as brilliantest as the shining sparkler high in the sky after which it is named! 

Of course with such readership which is five or six times more than its nearest competitor which lags behind so badly you need binoculars to be able to see it way back in the distance, it is not cheap to advertise in The Star.

It is very cost effective and efficient but you still need RM 44,800 for a full page colour advert in the main first half of The Star. But your accountant and banker will approve heartily when you amortise RM 44,800 with 287,204 copies printed and sold daily and 1.839 million readers per day. So RM 44,800 works out to be very, VERY reasonable after all! 

A bigger outlay and heavier investment always translate into bigger and better sales as we all know very well---money makes money! If your advertising budget is low, then you cannot expect to reap vast profits unless you are on intimate terms with Lady Luck. In which case, stop wasting your time phoning The Star's advertising department and go to Genting casino to gamble! 

There are other options at The Star if you balk at RM 44,800. If you don't mind (and many don't!) appearing in the main back half of The Star, then there is a 20% discount which is RM 35,840.

I think this is also a major great deal as I know MANY friends who read The Star backwards! Why? They start by reading Star Sports! And only progress to the front pages from there!

This is how it works for sporty readers.

They glance at the cover. Unless it shows a photo of Kate Middleton topless or bottomless (or preferably both!), they will flip The Star to the back and devour the sports news and keep track of their favourite football teams, athletes and sportsmen. The results of the lottery draw, Empat Ekor and winning numbers are all at the back pages amid the Sports section so many readers will rush there first to see if their ship has sailed in!

So you might as well advertise in the second half of the main paper as your advertisement could be seen ahead of those appearing in the first half!

Or maybe not. 

After all, the most important and pressing news all appear within the first six pages so the space here commands a premium. As it is, even if you turn up in The Star offices carrying cash to pay for page 3, 5 or 7, your money will not be accepted. Such coveted pages have long been booked months in advance! Savvy advertisers know the power of The Star readers!

Like they say, if you pay peanuts you get monkeys. 

Anyway as a last resort, you can advertise in The Star for a mere RM 30,000! Yes, RM 30,000 and not a typo error.

For RM 30,000 you get 1 full page in glorious colour ROB. Yes, this sounds like daylight robbery from advertisers as it is so low but ROB has nothing to do with robbing or robbers but stands for Run of Book or Run of Booking since The Star ain't no Harry Potter/Casual Vacancy book.

This means your advertisement can appear anywhere in The Star, in any section from Star Two to Clove to any supplement that goes nationwide! You have no control over which page or section your advert can surface as it depends on your luck. There could well be an unexpected space in a good page due to a last minute withdrawal of a higher paying advert and your ad could be slotted in! But lucky as you are, your advert will still NOT find its way into the main front half of The Star so perish the thought!

I  am told if I want a great job with good salary without working hard, I should apply to join the advertising department of The Star. Unlike other dailies, magazines or publications where advertising staff have to go out into the field to grovel at the feet of potential advertisers begging them to advertise, it is said sales staff at The Star just sit in their comfy office and wait for the phone to ring. Just memorise "Sorry sir, the pages you wanted are all booked 3 months ahead."

So join the champions' club. Actually, The Star is the only champ so no hair-pulling over decision-making and your products/services will be a champ too.

Life's a star when you shine like one!



Reach more of your
target audience
through our
accelerated growth.





Thanks to an impressive 21% readership surge in the year ending June 2012, The Star now reaches 1.839 million readers (read past week basis). Advertise with Malaysia's highest read English daily and connect to a wider audience at a lower CPM* (RM8.69 vs RM25.99) than the nearest English daily. Check out a brief overview of our readership growth below.


Win your company a full page, black & white ad space in The Star and RM500 for yourself
in 2 steps:

1) Go to our contest page.
2) Fill in your details to share statistics and reader profile videos with your colleagues.








Here's how much we've grown.





21%

21%

3%


increase in
The Star's overall readership

increase in
The Sunday Star's readership

increase in
The Star's circulation**


1.515m/1.839m/
973,000/1.175m/
278,981/287,204/





Reach wider across our varied reader demographics.





PMEBs
+


Reach
315%
more
PMEBs
152,000/479,000/
2.65x
more cost efficient than the nearest English daily
(CPM RM33.37 vs RM88.58)
Sections they like
to read:

- StarTeeUp
- StarBizWeek
- Star2











Male



Reach
364%
more
males
277,000/1.007m/
3.06x
more cost efficient than the nearest English daily
(CPM RM15.87 vs RM48.61)
Sections they like
to read:

- StarSports
- StarBytz
- StarRev
- StarBizWeek











Female



Reach
345%
more
females
241,000/832,000/
2.91x
more cost efficient than the nearest English daily
(CPM RM19.21 vs RM55.87)
Sections they like
to read:

- Clove
- Star2
- StarSpecial











Household Decision Makers



Reach
400%
more
household
decision
makers
101,000/404,000/
3.37x
more cost efficient than the nearest English daily
(CPM RM39.56 vs RM133.31)
Sections they like
to read:

- Star2
- StarSpecial
- Fit4Life
- StarMetro











Youth



Reach
274%
more
youths
181,000/496,000/
2.31x
more cost efficient than the nearest English daily
(CPM RM32.23 vs RM74.39)
Sections they like
to read:

- R.AGE
- StarEducate
- Star2






Advertising with The Star is more cost efficient and more effective.




For more information, please contact
komalam@thestar.com.my or atiqah@thestar.com.my, or call +603-7966 8388,
ext 1501 or 1531 from Monday to Friday (9am - 5 pm), excluding public holidays.


Source: Nielsen Consumer and Media View Q2, 2012
(All numbers quoted as past week basis unless stated otherwise.)



*CPM: Cost to reach a 1000 readers based on Run-on-pages (ROP) non-peak rates
**Audit Bureau of Circulation
+PMEB: Professionals, Managers, Executives, Businessmen