SCMP Launches Morning Studio

October 22, 2018
SCMP Updates

Connecting Brands with Asia-Curious Audiences

South China Morning Post (SCMP) today launched Morning Studio, a dedicated branded content team that is leading the evolution of marketing in the region by more strategically connecting advertisers with readers through enhanced content solutions offerings.

“Morning Studio” is named for the optimism and fresh ideas that each day offers and because of its role as the creative arm of the “Morning Post”. Over the past century, SCMP has established itself as the authoritative voice charting Asia’s endless possibilities, and now Morning Studio is bringing others into these conversations that will brand the next century.

Morning Studio is the latest in innovations at SCMP designed to lead the news industry amidst a rapidly evolving digital consumption landscape. Earlier this year, SCMP launched new digital products, Inkstone (daily-digest China stories), Abacus (China Tech) and Goldthread (food and culture). The launch of Morning Studio also comes on the same day as SCMP unveils its brand new website (beta version). With personalised settings powered by AI to deliver the most interesting stories to individual users, brands can now identify their targeted audience more precisely and effectively on SCMP.com.

“Morning Studio is the capstone of this grand platform that connects readers and advertisers around the globe who want to be a part of the conversation about China that the SCMP is leading,” said Romanus Ng, SCMP’s General Manager of Advertising & Marketing Solutions. “Morning Studio helps advertisers to not only reach, but also to engage these unique Asia-curious audiences.”

“Content builds relationships - Morning Studio helps brands build content strategy on our platforms that will form stronger bonds with their target customers,” said Karrie Lam, Head of Sales and Marketing Solutions at SCMP and curator of Morning Studio.  “We are excited about the many mornings that lie ahead where our creative ideas help connect readers and advertisers.”

In 2009 SCMP led the industry in setting up the Marketing Solutions Team, and now Morning Studio has incorporated this award-winning group to pioneer the next frontier. Morning Studio brings together world class branding strategists, multimedia designers, audio/video producers, and editorial experts who have a deep understanding of SCMP’s readers. Morning Studio’s online content can be enhanced by offline offerings such as sponsored supplements, bespoke publications and customised events.

“Morning Studio provides a platform for 360° content creation with a truly multimedia approach to creating experiences and telling stories,” said Michala Sabnani, Branded Content Director. “Our branded content is crafted with SCMP’s highest editorial standards and enhanced by the unique voice of the particular SCMP platform on which it is featured, whether that is SCMP.com, Abacus, Inkstone or Goldthread.”

For further information please contact:
morningstudio@scmp.com
 

About South China Morning Post 

South China Morning Post is a leading global news company that has reported on China and Asia for more than a century. Founded in 1903, SCMP is headquartered in Hong Kong, where it is the city’s newspaper of record, with a growing correspondent staff across Asia and the United States.Its editorial teams are powered by emerging digital technologies to create innovative ways to tell Asia’s most important and compelling stories.

Against the backdrop of shifting discovery and consumption behaviours, SCMP reaches users across distributed media platforms including scmp.com, smartphone and tablet apps, social media and messaging platforms, as well as our flagship newspaper.  SCMP is also home to Abacus, a digital news brand focused on China's tech industry; Inkstone, a daily news brief for those curious about China's growing impact around the world; and Goldthread, a content platform with a focus on food, travel and culture in China.

About Morning Studio 

Morning Studio is a dedicated branded content team at SCMP that is leading the evolution of marketing in the region by more strategically connecting advertisers with readers through enhanced content solutions offerings. Morning Studio combines world class branding strategists, multimedia designers, and audio/video producers with editorial experts who have a deep understanding of SCMP’s readers. Crafted with SCMP’s high editorial standards, branded content is presented with the unique voice of the particular SCMP platform on which it is featured, whether SCMP.com, Abacus, Inkstone or Goldthread. Morning Studio’s online content can be complemented by integrated offline offerings such as sponsored supplements, bespoke publications and customised events.

For further information, please contact us