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SPH Variable Print – One Edition, Multiple Messages

Singapore, 12 May 2016 - Singapore Press Holdings Limited (SPH) today announces the launch of the SPH Variable Print - the first in South East Asia - to take personalised marketing to a whole new level. With this new print technology, advertisers can look forward to take their game of creative advertising up another notch and enjoy more options and interactive opportunities through the delivery of multiple messages in the same edition, on the same day. Endless opportunities are possible for its flexibility of message personalisation. 

SPH Variable Print fuels marketing communications with a personal touch and puts the power of one-to-one marketing into the hands of advertisers. The cutting-edge technology allows changeable information on the same ad without the need to change plate or stop press. The system accepts wide range of acceptable message types ranging from numbers, text, featured messages, alphanumeric, product images, icons, illustrations, barcodes and QR codes. Advertisers can expect to creatively present customised messages in either black or red ink for now. 

Ms Elsie Chua, Executive Vice-President, Head of SPH Marketing Division, said: "We are thrilled to be the first in South East Asia to introduce and offer Variable Print; a state-of-the-art imprinting system that is able to provide personalisation and targeted messaging, benefitting both our advertisers and readers. Brand owners can now communicate different messages and promotions to consumers on the same day using this newly acquired print technology to drive interaction, create one-to-one engagement and heighten campaign success through appealing tactical mechanics.” 

As the official sponsor of UEFA EURO 2016, Carlsberg has strategically chosen to partner with The New Paper (TNP) in an innovative approach to engage readers beyond the pitch using Variable Print. An in-paper promotion will commence on 14-15 and 21-22 May as a lead up to the actual event held in France from 10 June to 10 July and readers could enjoy possibly the best experience of UEFA EURO 2016 with Carlsberg. The grand prize includes an all-expenses paid trip for two, a pair of tickets to a semi-final match in Stade de Lyon, France on 6 July. The winner will also attend the Awards Gala dinner, enjoy exclusive access to UEFA Club lounge, meet and play with football legends, just to name a few. 

“We believe that the strategic partnership between SPH and Carlsberg is an opportunity for us to engage consumers and bring through our commitment of providing the best experience in everything we do. At Carlsberg, doing things better for consumers and fans is at the heart of what we do, which is why with UEFA EURO 2016, we set out to offer consumers the chance to win a once-in-lifetime football experience in Lyon, France where they get to feel what it is like to be a football superstar. We are hopeful that the campaign is able to amplify the UEFA EURO 2016 hype and excite readers through Variable Print”, said Ms Jolene Yeo, Marketing Director, Carlsberg Singapore.

The promotional advertisement will feature four teams, each made up 10 players from England, France, Germany and Spain for the next two weekends, reaching out to 393,000* TNP readers daily. Carlsberg is able to feature all four different teams in the same issue on the same day through the use of SPH Variable Print. Readers are to look out for the advertisement across TNP weekend copies and pick the strongest 4-4-2 formation team out of the four variations. Readers will stand a chance to win the grand prize if his or her selection matches TNP Sports Editor’s pick. Readers are also encouraged to submit more than one entry to increase their chances of winning the UEFA EURO 2016 football superstar experience.

Ms Chloe Neo, Managing Director, OMD Singapore, said: “In a world where attention is scarce and media is fragmented, the need to develop an effective media strategy that enhances the brand value and connects the brand with their audience is imperative to a campaign success. We are proud to be a strategic partner of Carlsberg in driving this innovative print strategy in collaboration with SPH. The smart integration of variable printing to give an additional dimension to the newspapers advertisement will deliver not only better consumer engagement but also measurable success.”

SPH is positive that more advertisers will come onboard to maximise the potential of Variable Print and believes it is essential to empower advertisers with innovative media solutions to help them achieve marketing campaign objectives. Readers can also look forward to participate and benefit more from these additional interactive and appealing promotions through Variable Print. 
*Source: Nielsen Media Index 2015. Print (Monday-Sunday) & Digital (includes both exact replica and other formats) readers, Adult aged 15+ 

Issued by Singapore Press Holdings Ltd
Co. Regn. No. 198402868E 

For more information, please contact:

Paige Chua (Ms)
Assistant Manager
Strategic Marketing Department
Marketing Division
Singapore Press Holdings Limited
DID: 6319 1945
Email :

Deror Wong (Mr)
Assistant Manager
Corporate Communications & CSR 
Singapore Press Holdings Limited
DID: 6319 1226 

About Singapore Press Holdings Ltd

Incorporated in 1984, main board-listed Singapore Press Holdings Ltd (SPH) is Asia’s leading media organisation, engaging minds and enriching lives across multiple languages and platforms.


The English/Malay/Tamil Media group comprises the print and digital operations of The Straits Times, The Business Times, The New Paper, Berita Harian, My Paper (English section) and two student publications IN and Little Red Dot. It also consists of Tamil Murasu Ltd, which publishes Tamil Murasu and tabla!; book publishing arm Straits Times Press; SPH Data Services, which licenses the use of the Straits Times Index, in partnership with the Singapore Exchange and FTSE Ltd; financial data company ShareInvestor; and the two English stations of SPH Radio - Kiss92 and ONE FM 91.3. 

The Chinese Media group publishes three Chinese newspapers - Lianhe Zaobao, Lianhe Wanbao and Shin Min Daily News; the digital editions of Lianhe Zaobao and Lianhe Wanbao, four student weeklies - zbCOMMA, Thumbs Up, Thumbs Up Junior and Thumbs Up Little Junior, ZBBZ Newsgazine and My Paper (Chinese section). It also operates SPH Radio's Chinese radio station, UFM100.3, and Focus Publishing, which produces a range of books and magazines including U-Weekly. 

SPH's other new media initiatives include AsiaOne, Stomp, and SPH Razor. 

On an average day, 2.8 million* individuals or 68 per cent of people above 15 years old, read one of SPH's news publications in print copies or one of our digital platforms. (* Nielsen Media Index 2015, Monday-Sunday, read any SPH newspapers in print or digital format)

SPH Magazines, SPH's wholly-owned subsidiary, publishes and produces more than 100 magazine titles and has various online sites, like and in Singapore and the region, covering a broad range of interests from lifestyle to information technology. It has also invested in digital newsstand Magzter.

SPH also provides out-of-home (OOH) advertising options where it manages large format screens and static billboards at key locations in the Central Business District, Orchard Road, City Fringe as well as major heartland hubs.

SPH Buzz is a modern retail convenience chain with a network of stores around the island.

SPH has a 20 per cent stake in MediaCorp TV Holdings Pte Ltd, which operates free-to-air channels 5, 8 and U, and a 40 per cent stake in MediaCorp Press Limited, which publishes the free newspaper, Today.


SPH REIT is a Singapore-based REIT established to invest in a portfolio of income-producing real estate primarily for retail purposes. SPH REIT comprises Paragon, a premier upscale retail mall and medical suite/office property in Orchard Road and The Clementi Mall, a mid-market suburban mall in the centre of Clementi town.

The Seletar Mall, located in Sengkang, is SPH's latest retail development. This property is a potential asset to be injected into SPH REIT. SPH’s wholly-owned subsidiary, Times Development Pte Ltd, also developed a 43-storey upmarket residential condominium, Sky@eleven, at Thomson Road.

Other Businesses

Online Classified

SPH’s online classifieds include the leading online marketplace for jobs (STJobs, FastJobs), property (STProperty), cars (STCars) and general classifieds (STClassifieds,Trezo), sgCarMart and StreetSine.
SPH's regional joint venture online classified business has a number of leading online classified sites in the region.

Events and Exhibitions

Sphere Exhibits, Sphere Conferences, Exhibits Inc and Bizlink Exhibition Services organise innovative consumer and trade events and exhibitions as well as large scale conferences in Singapore and the region. 


SPH has a 22 per cent stake in preschool and enrichment provider MindChamps.

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