Public Relations in southern Philippines this 2012 (b)

Public Relations in southern Philippines this 2012 (b)

Doris Mongaya, managing director of PRworks Inc., poses with Superbalita columnists Bobby Nalzaro (left) and Ruphil BaΓ±oc (right). Bobby is also a columnist of Sun.Star Cebu, a top rated commentator of dySS, and news anchor of GMA 7. Ruphil, on the other hand, is the station manager of dyHP and news anchor of TV 5.

Sun.Star publisher Sonny Garcia and Editor-in-Chief Pachico A. Seares published the first Cebuano-language daily in1994 that primarily catered to the B-C-D market in Cebu and neighboring provinces. The Freeman, Sun.Star’s main competitor in Cebu at the time, countered with the emergence of Banat News.

Both Cebuano-language dailies grew fast and in a few years have overtaken the circulation of its sister publications. In the late 90s, the Sun.Star management exerted efforts in duplicating the success of Superbalita in several urban centers in the Visayas and Mindanao. Today, the Superbalita in Cagayan de Oro and Davao Cities have bigger circulations than their sister English dailies.

Industry insiders attribute this rapid growth to the tabloid format, the use of the local language, and cheaper cost for readers. The Cebuano dailies became the print medium to reach out to the grassroots market.

However, while these Cebuano-language newspapers targeted the B-C-D market, a growing segment of the AB market in Vis-Min urban centers and surrounding rural communities are now reading the Cebuano dailies primarily at the expense of their English counterparts.

We expect this trend to further gain momentum in 2012. Brands (and hence public relations) that target the A-B market in central and southern Philippines cannot anymore ignore the growing A-B audience of Cebuano-language newspapers.Read Part C Β Back

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