The South China Morning Post (SCMP) is successfully integrating print media into its overall strategy while many publishers choose digital-only paths. SVP Kevin Huang emphasizes the renewed interest in print as clients reassess their advertising strategies post-COVID. SCMP maintains a strong presence in both print and digital sectors, creating high-trust environments through its various publications. Their successful growth in IP events and branded content showcases the effectiveness of multi-format campaigns. Huang insists that print's emotional connection is irreplaceable, offering readers a curated experience that engages them in a reflective manner, despite news being a primarily digital-first endeavor.
"People live beyond digital screens," says Huang. "Clients tell us they over-invested in digital during Covid. Now, with people back in the real world, they're reassessing their channel mix - and print is back on the radar."
Print's role, Huang argues, is emotional. It's about building trust and deeper brand recall - something hard to replicate on a mobile screen.
"News will always be a digital-first play," he admits, "but print gives you a curated, ritual experience. It reaches people when they're relaxed, reflective, and willing to engage."
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