Xia Ping, publisher of the New Evening Post, delivers copies of the maiden edition (top left) on Monday in Causeway Bay. She said the paper was an expression of 'genuine love' and 'warmth', as she hopes it will make readers happier after an exhausting day. Kahon Chan / China Daily

Free tabloid anticipates a circulation of about 400,000, says publisher

The New Evening Post returned to the market on Monday as a free, tabloid-sized Chinese-language newspaper after a 15-year absence. The new owner, who claimed herself as a "saleswoman and reporter", pledged to deliver news to the people of Hong Kong, with "warmth and tenderness".

The maiden edition headlined the Sunday rallies on the Diaoyu Islands on its front page. It also ran a brief on a Legislative Council election forum that took place on Saturday. The paper features business and entertainment sections in addition to its news pages.

Xia Ping, publisher of the resurrected New Evening Post, admitted that the pages were actually produced the night before, but subsequent editions will feature news of the current day.

She stressed the paper was not biased in its editorial policy. "I would buy both the pro-establishment and the pro-democratic camps," she said. "In the end, we will cover news that are good for Hong Kong people."

The paper, she expects, will start turning a profit in three years. Xia dismissed reports that Shenzhen tycoon Bill Wong Cho-bau was the top sponsor, but declined to reveal the amount of capital it took to start the new paper.

"There is no Mr Lee, Mr Wong or Mr Cheung to back me up. The only boss is Xia Ping, so I am a reporter and a salesperson. Please help me inform the advertisers that our rates are very low," she said.

At the launch ceremony, she said the paper was an expression of "genuine love" and "warmth" for Hong Kong, as she hopes the newspaper will make readers "even happier" after an exhausting day at work.

The center-spread of the paper stood as testimony to her aspiration - readers could place a sentimental message of no longer than 150 Chinese characters for HK$350 to "confess" their "true feelings". A third of the back page was dedicated to jokes.

Xia also chaired the All Leader Publication Group, better known for publishing a monthly Chinese magazine called "All Asia Leaders".

The relaunch fills a gap, left since Sharp Daily suspended its evening edition in March. The spin-off of Apple Daily explained at the time, the move was made to devote its resources to the morning market.

Leung Tin-wai, the head of Shue Yan University's journalism department, said any free newspaper is doomed unless it can fill over half its pages with advertisements.

He also noted the planned team of 70 staffers at the New Evening Post would be too expensive for independent free tabloids like the Metro and AM730. "It claimed there is no tie with Ta Kung Pao, otherwise it could share some content and save costs," Leung said.

The circulation of 400,000 also appeared too aggressive for a startup tabloid. Cutting that by half will considerably save the manpower and printing costs, Leung said.

The reception for the New Evening Post - like the bulk of free papers available in the morning - was positive at its first handout, in particular with seniors.

Mrs Chow, in her sixties, welcomed the evening paper since she does not use Internet at all.

Mrs Wong said she would appreciate a calmer alternative, "I have not read papers for a long time! They are annoying and give me headaches."

kahon@chinadailyhk.com

(HK Edition 08/21/2012 page1)