Visit to Metro Daily

Free Paper Freshening Local Media

Metro Daily, an international title newspaper with over nine years history that has been published in 16 countries with 37 editions. The Hong Kong edition was founded in April 2002 and is now ranking as the third most frequently read newspaper among regular newspaper readers and has attained a quick break even record within 14 months after its launched.

To reveal the key succeed of the newspaper, HKIM organized a member-only visit in September. With this chance, we witnessed the operation flow and fundamental structure of a newspaper publishing. More than that, we were honored to having Mr Peter Kuo, CEO Asia of Metro Daily, to share his views and experiences with us during the visit.

With a readership over 302,000 and over 80% distribution along MTR stations, Metro Daily has captured most readers in either single or married with no kid, willing to spend and owning a high level of disposal income. Riding on the high consumption power of readers, Mr Peter Kuo positioned Metro Daily not as a newspaper, but a marketing tool.

In concern of raising importance of outdoor advertising, print media today has to maximize the ad response as its key edge. Thus, Metro Daily controls strictly in the total number of pages for each issue to ensure the highest advertising impact. Together with adding value from the professional sales team and the creative advertising strategies, that explained why Metro Daily keep imposing a high level of advertising rate as well as a pre-empted scheme to its advertisers.

Mr Peter Kuo also shared with us on some successful cases with us. Last year during the SARS period, Metro Daily was the first newspaper that provided an on cover table display of the SARS infection figures. They also seized this chance to ask reader’s salute to the health workers by sending warm regards through SMS as well as showing tips to keep personal hygiene with listing of personal care products recommendation. Dramatic feedbacks were received and effective communications were obtained. Besides, Metro Daily has also implemented an innovative membership program, Club Metro.

During the sharing, Mr Peter Kuo pinpointed several times in his value of people. It is not the staff, but also the client, the reader and the young people of the society. Mr Peter Kuo mentioned that the unique style of Metro Daily in concise, short and fact-based with the selected content in English and simplified Chinese helped cultivating a reading habit for the young generation today. Our many thanks go to Mr Peter Kuo and staffs of Metro Daily for the courteous receive and sharing.