2012 Annual Report - Media Prima Berhad

BH
The year was significant for Berita Harian, which
celebrated its 55th anniversary with a
comprehensive rebranding. As of 15 June 2012,
the paper that caters to Malaysians from all walks
of life is called BH, complete with a more vibrant
logo, layout, typography, pagination as well as
enhanced content focusing on exclusive stories,
education, entertainment as well as lifestyles and
community.
The rebranding included the renaming of
Berita Minggu as BH Ahad. To remain relevant to
current readers and at the same time appealing to
younger readers, new segments have been
introduced such as Jejak, Fokus 5 Soalan and
Meoww. BH Ahad’s pull-out features popular
celebrities as columnists.
To reinforce its positioning as the paper for
everyone of all ages, income levels, lifestyles and
demographics, BH also features a new tagline,
‘Merentas Generasi’ (across generations). This is
supported by its availability as an e-paper on
tablets, mobile phones and online. On 15 June
2012, a digital edition of BH was launched.
Awareness of the rebranding was launched with a
national marketing campaign featuring ‘BH Satu
Untuk Semua’ (BH, One for All), leveraging on
Media Prima’s multimedia platform from print to
TV, radio, outdoor and online. The newspaper also
organised Fiesta BH at Taman Tasik Titiwangsa,
Kuala Lumpur that featured Special Joran, Malam
Puisi Riong, a mini concert, games and booths for
key editorial units.
BH continued with other ground programmes that
have earned it a special place in readers’ hearts,
such as Anugerah Bintang Popular BH 2011,
Pencarian Selebriti Chef 2 BH and Grand Prix Joran
BH.
As a result of marketing and content-related efforts,
the latest Nielsen Media Index showed BH recording
an increase of readership from 1.035 million (2011)
to 1.048 million (2012), against the downward trend
of readership among newspapers in general.
New Straits Times
New Straits Times (NST) is the country’s oldest
English language newspaper which today offers indepth
news coverage for public and corporate
sectors, intellectuals, young professionals, students
and those who seeks different perspectives. In
keeping with its brand positioning of a ‘Sharper
Read’, NST constantly injects its contents with fresh
ideas that extend to its advertising offerings. On 21
February 2012, it became the country’s first ‘talking
newspaper’ by attaching an audio box containing a
30 second commercial to an advertisement within
the pages. The paper also launched its digital edition
on 15 June 2012.
On 14 June 2012, NST produced School Times, a
40-page pull-out every Thursday providing general
knowledge, creative content and worksheets in
English for primary and secondary school students,
in line with the KBSR and KBSM English language
syllabi. Meanwhile, Business Times was enriched
with a new Media and Branding section every
Friday beginning 19 October 2012.
Catering to loyal motoring fans, NST launched its
inaugural New Straits Times-Shell Rimula Truck of
the Year Awards on 31 October 2012. This
complements its New Straits Times Maybank Car of
the Year Awards, New Straits Times Maybank Car
of the Year Auto Show and New Sunday Times
Motor Hunt. Other prominent events included RHB
New Straits Times National Spell-It-Right Challenge,
New Straits Times Streets Race and CEO & Celebrity
Charity Tennis.
The Nielsen Media Index also showed the NST
readership in 2012 for the age group of 30 to 39
had increased to 69,000 per issue as compared to
46,000 in 2011, a jump of 50 per cent. Other
significant achievements are the increase of
readership among Chinese readers, from 54,000 to
73,000 and PMEB (professionals, managers,
executives and businessmen), from 110,000 to
144,000.
21
annual
report
2012
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