The Sun (Hong Kong)
| Type | Daily newspaper |
|---|---|
| Format | Tabloid |
| Owner(s) | Oriental Press Group Limited (東方報業集團有限公司) |
| Founded | 18 March 1999 |
| Language | Traditional Chinese |
| Ceased publication | 1 April 2016 |
| Headquarters | Tai Po Industrial Estate, Hong Kong |
| Website | http://the-sun.on.cc |
The Sun (traditional Chinese: 太陽報; simplified Chinese: 太阳报; pinyin: Tàiyáng Bào) was one of the newspapers in Hong Kong, first published in March 1999. It belonged to the Oriental Press Group Limited (東方報業集團有限公司). The paper ceased publication in April 2016.
There was also an electronic version of The Sun on the Internet. Both the newspaper and the electronic version were written in traditional Chinese.
"No fear for wind and storm and with the emergence of the Sun, a sharp contrast will be found between black and white". (無懼風雨，太陽一出，黑白分明) was the slogan used by The Sun when it first appeared in the market. The phrase actually means "There is no need to fear trials and tribulations, for once the sun rises, all things will become clear, the righteous will shine and the wrong will hide in the shadows."
Since the newspaper market in 1999 has already been well-developed, The Sun adopted an aggressive marketing strategy to gain as much market share as possible, initially selling the paper for only $2. This triggered a price war among all the local newspapers in Hong Kong. At that time, most newspapers reduced their prices by half. However this competition did not last very long. The price of all newspapers gradually rose again after a few months' time. The Sun followed and gradually raised the price as well. Ultimately this price war made 6 newspaper companies run out of business.
In addition to price-cutting, The Sun used various methods to attract people to buy their paper, such as giving away T-shirts with the Sun's logo. Moreover, it enclosed some souvenirs such as toys, books and fast-food restaurant discount coupons.
The newspaper provided various kinds of news daily. It includes local and international news, financial news, entertainment news, sports news, technology information, horse-racing news and news reporting trendy stuff among young people.
Regarding the horse-racing news, it gained a very good reputation among horse gamblers. For the entertainment news, it reported both the local and foreign celebrities' news, so as to entertain different citizens' interests. In addition, it often offers some coupons to the readers. It was a way to attract more buyers.
In the page of financial news, there was a column for some financial analysts and economic experts to write articles related to the financial and stock market in Hong Kong. To further diversify its newspaper, The Sun was publishing a guide book with information of secondary schools and overseas schools for Form 5 students to read before the release of HKCEE results.
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