Building partnerships: Sun.Star honors top advertisers, dealer

THE global financial crisis that started in 2007 until 2008, adversely affecting world economies, appeared to have spared the Davao Region.

Although there was a little decline in the region's export revenues, investments have continued to pour in, particularly in the service sector, business process outsourcing and property development.

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One that had weathered the challenges of the financial crisis was Sun.Star Davao. It is a fact that corporate budget for promotions and advertising are the ones suffering when an economic crisis struck -- when companies have to resort to "low-cost" promotional activities and packages.

But with the partnership it developed with its advertisers and dealers -- nurtured through the years as business partners -- this multi-awarded community newspaper continues to flourish even in difficult times.

With its business partners in mind, Sun.Star Davao has continued to innovate, in terms of layout and content, and thus provides the wide readership advertisers and dealers need. These efforts translate to more buyers and readers of the paper, making it an effective channel to promote products and services, thus, gaining the trust and confidence of advertisers.

With this, Sun.Star Davao has established its own set of business partners who have remained loyal and have continued to trust the paper's capability to their demand -- that is relevant exposure to their target market.

As it celebrates its 15th year in the newspaper business, Sun.Star Davao honors its advertisers and dealers for their continued support and loyalty.

Within the period of five years, from 2005 to 2010, SM Prime Holdings, which operates SM City Davao, SM Supermarket Davao, and Victoria Plaza Mall topped the list based on advertising revenues generated from volume of placed advertisements.

For its distributors or dealers, Davao Print Distribution Inc. or Davao Periodicals is on top based on sales revenues it has extended to the paper during the same period.

"We are a premier shopping destination so we advertise with Sun.Star because it's the prime daily in Davao," said Jay Madulara, SM Prime Holdings Davao brand manager, although he quickly adds that they also place advertisements in the other local dailies.

Sun.Star Davao's market for its English publication, consists of the upper and middle class, is also one of reasons why SM Prime Holdings continue to advertise with Sun.Star.

"We know its market has the capacity to spend, that's why we promote our products and services with Sun.Star," Madulara said.

"That is why we continue to patronize Sun.Star because it's the daily that fits the profile of our customers. Pareho ra ta ug customers' profile," he added, adding that almost 40 percent of their advertising budget in the past two years went to Sun.Star.

This is confirmed by Nelia D. Partoza, owner of Davao Print Distribution Inc., which distributes the paper in Davao Region and nearby provinces.

"More than 60 percent of our copies are distributed to subscribers, already a captured market," she said. These subscribers include business establishments and those residing in middle- and upscale subdivisions.

The rest of the copies, according to Partoza, are distributed by sub-dealers to newsstands and newsboys who sell it in crowded places like terminals, public markets, and parks.

Madulara also said SM Prime Holdings relationship with Sun.Star goes beyond business.

"We become partners and Sun.Star always granted our requests, especially for coverage if we have events and visitors here at the mall. We really have become partners," he said.

"Sun.Star has also been very supportive, giving space for our press releases. We do appreciate that," he said.

Madulara stressed that as long as Sun.Star continues to serve their target market, "our relationship will go on for long."

For her part, Partoza remained optimistic Sun.Star Davao will continue its growth in terms of circulation.

'I've been selling the paper for so long, and it continues to grow," she said. She said that Davao Print Distribution Inc. started to distribute the paper when it was still Peryodiko Dabaw. (Sun.Star acquired the paper in 1995).

She said based on their sales, Sun.Star Davao has remained number 1 in terms of circulation.

"Its growth soared when it became Sun.Star Davao. This could have been triggered by its content and layout," she said. Since then, she added, the number of copies sold increased a hundred fold.

Partoza said Sun.Star's editorial content, from news, opinion to features are basically the reasons why readers patronize the paper.

"Your regular features just fit what the readers are looking for. I hope you should maintain that or innovate more," she told this writer in an interview.
She said that it is also obvious that the paper is giving utmost attention to printing, which she said "had improved a lot."

"Ang layout hindi masakit sa mata and printing is really quality, so it's easy to sell," Partoza said.

All these could have been proven by several awards received by the paper, not only in the local scene, but in national as well.

Sun.Star is the only Mindanao-based community paper to be awarded Regional Newspaper of the Year during the Rotary Club of Manila Journalism Awards in 2005.

Since 2000, the paper is also a regular winner in the annual Philippine Press Institute's Community Press Awards, grabbing the Best Edited, Best in Environment and Science Reporting, Best in Business and Economic Reporting, Best Editorial Page and Best in Photojournalism awards.