SCMP revamps website, offers personalised editorial and branded content

The South China Morning Post has revamped its website SCMP.com, employing AI to enrich and personalise content recommendations, which offers brands a greater opportunity to reach more readers. The new mobile-first website aims to serve a wider international community of readers, with two new editions for audiences in the US and Asia, in addition to existing Hong Kong and International editions. After the revamp, the new SCMP.com will feature content recommendations for readers powered by AI with enhanced search functions that deliver relevant results and bolstered multimedia content. New and enriched content offerings include latest China and global economy stories under the Economy section; expanded and frequent Asia coverage from This Week In Asia, a new Explained section with aggregated “explainer” content, and a new SCMP Spotlight section with in-depth multimedia stories. SCMP explained that the revamp allows them to serve up displays that better match the target audience profiles, leading to more effective campaigns from brands. Furthermore, the dedicated branded content team Morning Studio will complement to the revamp of the website, offering branded content to the readers alongside editorial content. "Our mission is to elevate thought-through world-class journalism every day for millions of readers around the world and lead the global conversation about China. We are confident that we can continue serving our readers in the best way possible with bolstered content offerings and introducing AI to recommend new content in a personalised manner on a robust digital platform," concluded Gary Liu, CEO of SCMP.