by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Panpa Bulletin : September 2010
S HA TWO K AT WO T AT WO S T AT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS TH T WORK ADS THAT WO AT WO STHATW TWO STHATW TWO STHATW TWO STHATW TWO STHATW AT WO STHATW TWO STHATW S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO ADS THAT WO S THAT WORK ADS ADS THAT WO S THAT WORK ADS ADS THAT WO S THAT WORK ADS ADS THAT WO S THAT WORK ADS ADS THAT WO S THAT WORK ADS ADS THAT WO S THAT WORK ADS S THAT WORK ADS THAT WORK ADS HAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS HAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO z Build product knowledge, communication skills and professional confidence in your sales team. Give them the tools required to communicate more effectively in the marketplace. Call today to hear how quickly and simply an affordable training program can be tailored to suit your needs. P.O. Box 2187, Milton BC, Qld 4064, Australia. Phone +61 417 709 099 email: firstname.lastname@example.org web: www.dianastowers.com How to grow your business z Stop guessing and start creating compelling ads that we know will work! Happy advertisers come back for more and that's great news for you and your business! Get a copy of this easy 'how to' guide into the hands of every one of your sales consultants and advertisers now. Purchase online at http://www.dianastowers.com/ads-that-work or by phoning Diana on 0417709099 today. Bulk purchase discounts available. www.panpa.org.au INTERNATIONAL migration has reached an historical peak, with over 214 million people living outside of their country of birth, according to this year's United Nations Human Development Report. The convergence of languages in multicultural countries such as Australia, New Zealand and Singapore, is now com- monplace. "Singapore is one of the few places where publishers can reach out to a bilingual audience," says Robin Hu, Sin- gapore Press Holdings senior executive vice-president of Chinese Newspapers and Newspaper Services Divisions, and the man behind Singapore's first bilingual newspaper, My Paper. In a country like Singapore, where there has been 40 years of government policy which mandates that all Singaporeans under 45 should speak both English and Chinese, publishing a bilingual newspa- per is a profitable move. My Paper was launched as a free-sheet in 2008 as the first bilingual newspaper in the country with a 100,000 circulation distributed Monday to Friday. The front page is split in two, both English-language and Chinese-language sections, and is marketed to the 25-45 year old market. Articles are not translated from one language to the other. Instead, there are Chinese and English editorial teams which produce different copy. "People who can read both languages don't want to read translated copy. They want to read Obama's speeches in English, but they want the Chinese perspective on China's stance on Google for example," Mr Hu says. A different story emerges in New Zea- land, where although there are two official national languages -- Maori and English -- the country's indigenous language has not proven to be a viable move for news- papers. Many bilingual newspapers were set up in 1982 as part of a Maori language re- covery program aimed at resuscitating the ailing language. One of the last of these still publishing is Pukaea, a free 10,000 circulation bilingual newspaper on the North Island in the tribal Iwi region. In Australia, there are several national indigenous newspapers but they are printed in English -- with an estimated 250 different Indigenous languages in Australia, finding an audience would be a tricky task. Unlike Australia, learning Maori is a mandatory part of the school curriculum in New Zealand, a policy capitalised on by APN's Newspapers In Education (NiE) department. NiE publishes educational material in the New Zealand Herald and APN's re- gional newspapers every Tuesday. The one-page lift out is often themed around Maori language and cultural con- cepts. APN's Newspapers in Education pro- gram reaches more than 660 schools and puts a newspaper into the hands of 30,000 New Zealand students each week. Becky Hare, NiE Manager, says the free program raises literacy levels in both English and Maori, as well as developing the younger generations' newspaper read- ing habits. Singapore's My Paper also helps read- ers to further their language skills, as complicated English words are put in text boxes along the side of the page with an explanation. Although aiding readers' language skills may appear altruistic, Mr Hu says such an approach only works because it is com- mercially viable. "There is a market for this in Singapore -- good intentions will come to nought. It is only feasible with a society which is bilingual and which sees the economic value of a population who can use both languages," he says. In the global media landscape, most international multilingual news organisa- tions, such as SBS in Australia, Deutche Welle and the BBC World Service, are funded by government. Al Jazeera, an Arabic television sta- tion funded by the Qatari government, branched into English television and online news in 2006. It was not the lure of profits which lead to the Arabic station becoming a bilingual news organisation. Ibrahim Helal, the now editorial coordi- nator of Al Jazeera (both Arabic and Eng- lish), describes the transition as a moral obligation felt by the stations directors to overcome the cultural and linguistic bar- riers affecting the ideological framing of global news events. He told The Bulletin one incident which spurred Al Jazeera to start broadcasting in English came at the beginning of the Afghanistan war. Al Jazeera made freely available to the Western media footage of civilians -- eld- erly people, woman and children -- killed in Jalalabad, one of the early mistaken raids made by American forces on Af- ghani civilians. The network was critical of the way global news wires, such as Thomson Reu- ters and outlets such as CNN, BBC and Agence France-Presse used the footage. "I remember Reuters put it on the global wire and they put the pictures with the description: 'This is what Al Jazeera claims to be civilians bodies' -- they were clearly civilians bodies; we weren't claim- ing it," says Mr Helal. "We made it available for free in order to show the world the truth of what hap- pened and the output was nearly half-cen- sored, as all close shots or medium shots were cut. It was a hospital, it was targeted by mistake. "It was not politically censored, but it was censored through the Western per- spective of what should and should not be seen," Mr Helal says. The success of Al Jazeera English has been a phenomenon, now reaching 200 million English speaking homes via ca- ble companies while Al Jazeera Arabic reaches up to 80 million Arabic homes. The network is now looking into Asia, Latin America and European language markets. "We will hopefully launch Al Jazeera in a Balkans language by the end of this year," Mr Helal says, "as we have been offered an opportunity to buy a television channel in Sarajevo. We are looking very seriously into Turkey as well." Mr Helal says Al Jazeera's expansion "done on a conservative budget will offer new revenue streams for the network" as they branch out into new untapped linguistic markets. Rebecca Leaver NPA Talk of the town Bilingual diplomacy ... Ruth and Kai at the Al Jazeera studios in London Image: Kai Hendry, Creative Commons The PANPA Bulletin | SEPTEMBER 2010 | 5 Robin Hu, the man behind Singapore's first bilingual newspaper, My Paper REBECCA LEAVER looks at why news organisations publish in more than one language