SINGAPORE & KUALA LUMPUR — (September 4, 2026) — The South China Morning Post (SCMP) today announced the regional findings of its study, “The Intersection of Influence”, following the successful completion of its high-level executive launch events in Singapore and Malaysia. Conducted in partnership with Stagwell, a global marketing and communications network, and its research firm HarrisX, the study reveals that news media with editorial integrity capture unparalleled focus and cognitive recognition. For marketers navigating an ecosystem crowded by generic content, quality journalism remains an irreplaceable anchor of trust and intentional engagement.
The regional study findings were presented during two exclusive, invite-only luncheons that brought together C-suite executives, senior marketers, and industry partners across the region. The Singapore event took place on Wednesday, September 2, followed by the Kuala Lumpur edition on Thursday, September 3.
Both gatherings were supported by leading regional brands and agency partners, featuring opening remarks by SCMP Chief Operating Officer Kevin Huang, followed by a keynote presentation of the research data by Randy Duax, Managing Director, Asia-Pacific at Stagwell.
Key Research Findings
- News Audiences Read with Focus: 64% of adults in Singapore and 65% in Kuala Lumpur pay full or primary attention when consuming news—about twice the rate of passive scrolling seen on other platforms. This intentional reading peaks during morning routines as business decision-makers plan their workday.
- News Leads the Attention Economy: Core news channels (app, website, and print) outperform social media, TV news, and email newsletters in holding audience attention and driving deep engagement.
- News Drives Action: News readers take meaningful next steps after reading—such as searching for deeper information, verifying facts, and informing key business decisions.
- News Elevates Brand Perception: Aligning with a trusted news environment creates a strong brand halo; 70% of business decision-makers tell us they view a brand more positively when it advertises with a news outlet they trust.
- SCMP is #1 for China Insights: When decision-makers in Singapore and Malaysia need intelligence on China’s economic policy, trade stance, and tech regulations, SCMP is their top preferred source.
The Power of High-Intent News Environments
Addressing the gathering of business leaders and industry partners, Kevin Huang, Chief Operating Officer at SCMP, highlighted how high-trust environments are essential for brands looking to establish deep, meaningful connections with key economic drivers in Asia.
“Decision-makers read with purpose and act on insight, making them a priority audience for brands. Today, premium news media have significantly greater influence than other channels, especially when your brand is looking for high impact and deep connections to influence the influential.”
Randy Duax, Managing Director, Asia-Pacific, Stagwell said “As the media ecosystem gets noisier, quality journalism remains an irreplaceable anchor of trust. Our research with SCMP shows that brands in trusted news environments benefit from deeper attention, stronger credibility and a greater ability to drive meaningful action. At a time when attention is increasingly fragmented, trusted journalism continues to be one of the most effective drivers of influence and long-term brand value.”
Download the new study “The Intersection of Influence” released by the South China Morning Post (SCMP): Link here
About this study
This study was conducted by HarrisX as a quantitative survey focusing on people in Singapore, Malaysia and the Hong Kong Special Administrative Region of the People’s Republic of China.
In Singapore, the fieldwork took place over a five-day period from August 3 to August 7, 2026. The study’s scope encompasses two distinct sample groups: a larger sample of the general
population (1,010 people) and a targeted sample of business decision-makers (170 people). The research comes with a 3.1 percentage-point margin of error, ensuring a reliable level of statistical precision.
In Malaysia, the fieldwork took place over a five-day period from August 3 to August 7, 2026. The study’s scope encompasses two distinct sample groups: a larger sample of the general population (1,009 people) and a targeted sample of business decision-makers (108 people). The research comes with a 3.1 percentage-point margin of error, ensuring a reliable level of statistical precision.
In the Hong Kong Special Administrative Region of the People’s Republic of China, fieldwork took place over a six-day period from June 3 to June 8, 2026. The study’s scope encompasses two distinct sample groups: a larger sample of the general population (1,193 people) and a targeted sample of business decision-makers (313 people). The research comes with a 2.9 percentage-point margin of error, ensuring a reliable level of statistical precision.
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About South China Morning Post South China Morning Post
The SCMP is the premier English-language news platform rooted in Hong Kong, reaching a global audience with authoritative and comprehensive insights about Greater China, including Hong Kong’s development. With more than 122 years of publishing excellence, SCMP has been providing insights into key news topics in Asia and global dynamics impacting this region through the lens and perspectives of Asia, while hosting high-calibre events and conferences engaging key decision-makers, top government officials, business leaders and experts. Read more with SCMP: www.scmp.com
