On Dec 7, The Malay Malay will pull a historic media stunt by printing 1,000,000 copies of the newspaper and distributing them free nationwide.

This effort will first of its kind in the media circulation landscape in Malaysia - putting out a million copies in an effort to reintroduce the newspaper to the public.

Some in the media fraternity are asking whether the daily's owners are doing this daredevil media stunt before its last hurrah - that is, an end to printing the paper.

More than 600 dedicated distribution agents and personnel will be posted in over 400 locations to ensure the copies reach as many English-language readers as possible.

An estimated 568,000 copies are targeted for the greater Klang Valley; 133,500 allocated for the north; 60,000 for the east coast; 138,500 for the southern region and 100,000 copies for East Malaysia.

'A brave media initiative to turnaround'

International Advertising Association Malaysia chapter president and Marketing magazine publisher Harmandar Singh said: "I think this campaign is a brave media initiative to turn around the local print media market.

"I will selfishly not want to miss out on this opportunity to blanket the market. Aside from TV, no one will give this sort of reach on that day.

"Maybe, this is a last gasp attempt to revive print media in Malaysia... But, hey, no one is complaining," said Ham, as he is known in marketing and advertising circles.

Redberry Group managing director Siew Ka Wei said: "We believe this is a first in the annals of local newspaper publishing.

"My marketing executives have also planned for discount coupons and gift voucher activities. Retailers who seek traffic are most welcome to talk to us. Perennial favorites like football contests and crossword puzzles are now propositioning sponsors.

"The 1,000,000 copies to be distributed on Dec 7 will present great opportunities for marketers, advertising and public relations practitioners, statutory announcements and executive searchers," Siew said.

The Malay Mail will continue to publish its 100,000 copies daily after that date, at the current price of RM1.

M KRISHNAMOORTHY is a freelance journalist and local coordinator for CNN, BBC and several other foreign television networks. He was formerly a journalist with The Star and New Straits Times and has authored four books.