View source for Headline Daily

{{Short description|Hong Kong free weekday newspaper}}
{{more footnotes needed|date=October 2018}}
{{EngvarB|date=July 2014}}
{{Use dmy dates|date=July 2014}}
{{Infobox newspaper
|name = Headline Daily
|logo = 
|logo_size = 250px
|type = [[Free daily newspaper]]
|format = [[Tabloid (newspaper format)|Tabloid]]
|foundation = 12 July 2005
|owners = [[Sing Tao News Corporation]]
|founder = [[Sing Tao News Corporation]]
|headquarters =  [[Tseung Kwan O Industrial Estate]]<ref>{{Cite web |url=http://www.singtaonewscorp.com/english/contact_us_hk.html |title=Sing Tao News Corporation Limited |access-date=29 October 2018 |archive-date=26 June 2014 |archive-url=https://web.archive.org/web/20140626001745/http://www.singtaonewscorp.com/english/contact_us_hk.html |url-status=dead }}</ref>
| publishing_country   =  Hong Kong
|political = [[Pro-Beijing camp (Hong Kong)|Pro-China]]
|publisher =  [[Sing Tao News Corporation]]
|editor =
| language = Chinese (in [[Traditional Chinese characters]])
|circulation =  
|ISSN = 
|website = {{Official URL}}
|free = {{URL|http://paper.stheadline.com/headline/}}
}}
{{Infobox Chinese|t=頭條日報|s=头条日报|p=Tóu Tiáo Rì Bào|j=tau4 tiu4 jat6 bou3|y=tau4 tiu4 yat6 bou3|order=ts|showflag=jy}}
'''''Headline Daily''''' ({{zh|t=頭條日報}}) is a free weekday mass-market newspaper in Hong Kong. It was launched on 12 July 2005, by the [[Sing Tao Newspaper Group Limited|Sing Tao group]], as the territory's second free Chinese-language newspaper, after ''[[Metro Daily]]''. Coverage includes local and international news, business, entertainment, lifestyle and sports. Soon after launch, it had a daily circulation of around 900,000-1,000,000.<ref>[http://hk.biz.yahoo.com/050913/239/1gl4l.html?s=1105.hk ''Yahoo! HONG KONG''], updated on 13/9/05 {{Webarchive|url=https://web.archive.org/web/20060104233553/http://hk.biz.yahoo.com/050913/239/1gl4l.html?s=1105.hk |date=4 January 2006 }}</ref> 

== Market positioning ==

[[Sing Tao News Corporation]] launched ''Headline Daily'' to increase its [[market share]] of the territory's [[advertisement|advertising market]] and to explore a new source of income for the corporation.

== Distribution ==
Copies are distributed during morning [[peak hour]]s from Monday to Friday, except on [[Public holidays in Hong Kong|public holidays]]. It is available at more than 600 locations, mostly unstaffed, including [[McDonald's|McDonald's restaurants]], [[Kowloon-Canton Railway|KCR stations]] (except Tsim Sha Tsui East, Tai Wai, Racecourse and Sheung Shui stations), and nearly 500 residential estates. The paper is also available at more than 100 fixed or non-fixed spots, including commercial buildings, bus/minibus stops and shopping malls around Hong Kong.

== Readership and circulation==
The newspaper targets the working population, keeping stories focused on main points only.

In August 2005, ''Headline Daily'' was the leading free paper in Hong Kong, with a circulation of 893,000 (18% market share), ahead of ''Metropolis Daily'' (820,000, a 16% share) and ''am730'' (401,000, an 8% share), according to a survey by [[Aegis Group|Synovate]].<ref>[http://www.asiamedia.ucla.edu/article-eastasia.asp?parentid=30287 Circulation survey] {{webarchive|url=https://web.archive.org/web/20060330000623/http://www.asiamedia.ucla.edu/article-eastasia.asp?parentid=30287 |date=30 March 2006 }}, UCLA</ref>

== Contents ==

''Headline Daily'' aims to concisely present the most important news of the day, drawing on news sources it shares with ''[[Sing Tao Daily]]''. It usually has around 24 to 30 pages with a layout similar to the following formats:

*'''Headlines''' (i.e. coverpage; with daily information such as Mark Six Result, Activities of the Day, [[Lunar Calendar]] and Weather Forecast)
*'''Local News''' (with [[critics]])
*'''China News'''
*'''International news'''
*'''Financial news''' (i.e. news on Real Estate, Business and [[stock market]])
*'''Sports news'''
*'''Lifestyle''' (different topics for each day: Technology (Monday), Fashion (Tuesday), Shopping (Wednesday), Amusement (Thursday) and Food (Friday))
*'''Entertainment''' (local and international entertainment news, along with [[Free television services (Hong Kong)|Television]] Programme Schedule)
*The remaining pages are used for advertisements.

Sing Tao chief executive Lo Wing-hung suggested that the paper's size could increase to 40 pages if its readership increased significantly. However, more than three months after launch, the newspaper had an average of around 24 pages.

==Marketing strategies==
''Headline Daily'' implements [[marketing strategies]] including:

* ''"lucky draws"'' and ''"[[voting|voting games]]"''
* ''"apple-shaped pellet"'': a [[massage|massage device]], which working class readers can use to relax themselves and relieve their stress, was once offered to readers along with their newspaper
* ''"happy lucky reader"'': one reader is randomly chosen in public areas (e.g. in a [[MTR]] train) and awarded HK$500 on a daily basis

''Headline Daily'' stories are accessible online.

== Public relations ==
A 2021 [[Reuters Institute for the Study of Journalism|Reuters Institute]] poll found that ''Headline Daily'' had a 53% trust rating from Hong Kong respondents, the fifth highest level among 15 local media outlets surveyed.<ref name="Reuters2021">{{cite report |url=https://reutersinstitute.politics.ox.ac.uk/sites/default/files/2021-06/Digital_News_Report_2021_FINAL.pdf |title=Reuters Institute Digital News Report 2021 (page 133) |last1=Newman |first1=Nic |last2=Fletcher |first2=Richard |date=2021 |publisher=[[Reuters Institute for the Study of Journalism]] |last3=Schulz |first3=Anne |last4=Andı |first4=Simge |last5=Robertson |first5=Craig T. |last6=Nielsen |first6=Rasmus Kleis |access-date=27 June 2021 |archive-url=https://web.archive.org/web/20210626232722/https://reutersinstitute.politics.ox.ac.uk/sites/default/files/2021-06/Digital_News_Report_2021_FINAL.pdf |archive-date=26 June 2021 |url-status=live}}</ref>

''Headline Daily'' invites readers to submit information or news articles for publication in return for a one-off payment of $100.

==See also==
* [[Sing Tao News Corporation Limited]]
* [[Sing Tao Daily]]
* [[Free daily newspapers]]
* [[Newspapers of Hong Kong]]
* [[Media in Hong Kong]]

==References==
{{Reflist}}

===Articles===
*''[https://web.archive.org/web/20060626231557/http://www.thestandard.com.hk/stdn/std/Business/GG12Ae10.html Distribution the key for latest free daily paper]'' – ''[[The Standard (Hong Kong)|The Standard]]'', Mark Lee.
*''[https://web.archive.org/web/20060412083908/http://www.thestandard.com.hk/stdn/std/Business/GG22Ae09.html Newspaper war won't affect us, says HKET]''- ''[[The Standard (Hong Kong)|The Standard]]'', Wong Ka-chun.
*''[https://web.archive.org/web/20060330000055/http://www.asiamedia.ucla.edu/article.asp?parentid=28152 Hong Kong: Ming Pao shrugs off impact of free dailies]'' – ''[https://web.archive.org/web/20051026023537/http://www.asiamedia.ucla.edu/ AsiaMedia]'', Frederick Yeung.
*''[http://asiamedia.typepad.com/asiareview/2005/07/tabloid_newspap.html Tabloid Newspaper War in Hong Kong]'' – ''Asia Review'', James Borton.
*''[https://web.archive.org/web/20051212173359/http://www.pacificnews.org/jinn/stories/2.02/960125-newspaper.html Hong Kong's Newspaper Wars – Tabloid Titans Battle For First Place]'' – ''JINN'', Coral Hui.

==External links==
* {{Official website}} {{in lang|zh-hk}}

{{Newspapers in Hong Kong}}

[[Category:Chinese-language newspapers published in Hong Kong]]
[[Category:Free daily newspapers]]
[[Category:Newspapers established in 2005]]
[[Category:Sing Tao News Corporation]]