But it wants to do so while protecting the "cash cow" of its print advertising business.

"Singapore is still driven by print dollars and digital cents," says Geoff Tan, Senior Vice President and Head of Strategic Marketing for Singapore Press Holdings. "But 'multiple touchpoints' is the buzzword that advertisers are looking to us for. The question from advertisers is, 'can you give us a proposal on return on investment?' We've been resisting this for the longest time, but we don't think we can resist this any longer."

Showing customers how their advertising is producing results is now a key part of the strategy. "Don't sell inventory. Forget that. Sell solutions," Mr Tan says.

"Of primary importance is the idea and concept. Everyone else has inventory, but can they bring the ideas and the concept to the table? We want to help our customers solve their issues. We want to be able to be brought into the equation two months before the campaign is launched to act as consultants to help the advertiser."

Mr Tan is full of ideas and, in a fast-paced presentation, showed a multitude of the advertising innovations that his company can now provide.

These run from a myriad of unusually shaped advertisements to special papers like transparent pages and sticky labels to flourescent and metallic inks to 3D advertisements and editorial content – with glasses provided, as in the movies. There are dozens and dozens of new opportunities for advertisers and readers alike, on all platforms.

"Our vision is: "Singapore Press Holdings cross-media products will become part and parcel of every single advertising campaign in Singapore," Mr Tan says.