Economic Digest has been published weekly in Hong Kong since 1981 as a financial and investment magazine. It is one of the magazines under New Media Group and is one of the longest established magazines reaching its 30 years in history. This Chinese magazine launches every Saturday with more than 88,000 weekly circulations. It is separated into two sections:
The magazine has its eye on the global finance market, providing instant, accurate and precise insights on finance news. It also contains information related to the property market, investment, virtual bank, Fin Technology, entrepreneurship, financial management, small business.
Economic Digest’s audience are mainly business decision makers or SME owners in the middle class and most of the readers are aged over 40. Male readers are dominant for the print magazine, with a percentage of 64%. The magazine can be found in a-grade office districts, clubs houses, lounges, and convenient stores.
Their digital platforms are free to access which includes content such as comprehensive analyses of Gold, Stock, and Currency, as well as tips on business startup, etc. It is the top five frequently viewed website in Hong Kong and has 2m monthly unique visitors with more than 16m monthly page views. The EDigest app has also gained 80,000 users since its launch in September 2020, having up to more than 4M app views. The digital content targets office workers of the younger generation as the 25-34 age group are the main users who views the ED digital platforms; therefore, it features more innovative and creative content which promotes interaction.
Digital Ad Formats
The EDigest website have different advertising space and formats. Website article advertisements are written and published as an article on the website promoting your product; the website content can be SEO-optimised. It also can be paired with Facebook advertisements where people can see the article on EDigest’s Facebook page.
There are 2 types of banner ads that could appear on the website, the first one being LREC advertisements which would appear among the website articles. LREC ads can be jpg, png, or gif. Different ad positions would give different advertising rates: The first LREC position is before the “read more” button, the second one being after the button and the third LREC is a second advertisement in the article after the “read more button”.
The other banner ad is sticky banners, a thin advertising space on the top of the website which follows the users and stays in frame on the top of the page, even when they scroll away from the loading screen. The image of the advertisement can be in jpg, png or gif.
Textlinks appear on the bottom of an article of the website. By using a maximum of 40 characters, you can promote your product on other articles on the website. Once readers click on your textlink, they would be taken to your landing page.
Facebook ad formats include in-feed and chatbot advertisements. In feed Facebook advertisements can be in photo, photo album and video format as well; Chatbot on Facebook can auto-reply to posts on Facebook in the comment to display more information. The other chatbot advertising format can be considered a step 2 for the auto-reply advertisements. Message broadcasts would be sent to more than 81k subscribers of chatbot messages which notifies readers of new products and information, with a link to your landing page. It has a click through rate (CTR) of 14.1%.
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