Project Eyeball

Singapore Infopedia


Project Eyeball was Singapore's first integrated print and digital newspaper.1 It was launched on 12 August 2000 by the Singapore Press Holdings (SPH).2 Targeted at Internet-savvy readers between the ages of 20 and 40, Project Eyeball aimed to carry news of interest to engage the wired generation.3 Unfortunately, high operating cost and poor circulation rate led to the newspaper's demise less than a year after its launch.4

Project Eyeball comprised a print newspaper published from Mondays to Saturdays, and an online version which was updated round the clock. While the printed papers carried news and stories specially targeted at young and Internet-savvy readers, the website functioned as an avenue for readers to air their views and interact with journalists via forums and chat rooms. Readers could also access audio and video broadcasts, MP3 downloads as well as other related content and websites.5 Opinions and responses from the online forums were then published in the following day’s newspaper.6

The plan to roll out Project Eyeball had begun about 10 months before its launch in 2000.7 On 15 February 2000, SPH announced that it had obtained the licence to publish Project Eyeball, with Bertha Henson appointed as editor of the newspaper.8

The Internet version went online on 17 July 2000, while the print issue was launched about a month later, on 12 August.9 The one-month difference was to allow for time to collect views and feedback from readers in order to shape the newspaper.10

The launch of the print version was held at the Shaw House amphitheatre, an event that included performances, fashion shows and contests with attractive prizes. Copies of the issue were also given away free at the event. In the following week, about 120,000 copies were distributed free from Monday to Friday. Each copy of the newspaper cost 80 cents and could be bought at selected bookstores, supermarkets, convenience stores and tertiary institutions.11

Project Eyeball was suspended with effect from 29 June 2001, just ten months after its launch. Both the website and print newspapers were closed down, with the last issue published on 28 June. The suspension was attributed to a combination of low circulation rate and advertising revenue, which caused SPH to lose S$13.3 million. The newspaper failed to meet its first-year circulation target of 30,000, and its three-year budget had also been depleted. Furthermore, it had faced fierce competition from two newly launched free newspapers, Streats and Today. Out of the newspaper’s 65 staff, 19 were retrenched and the rest redeployed within SPH.12


Devin Jeyathurai & Bonny Tan

1. Hong Xinyi, “This Is the Woman Behind Project Eyeball,” New Paper, 8 June 2000, 14. (From NewspaperSG)
2. “Eyeball Hits the Streets with a Bang,” Straits Times, 13 August 2000, 2. (From NewspaperSG)
3. Salma Khalik, “New SPH Paper Gets Its Licence,” Straits Times, 16 February 2000, 3. (From NewspaperSG)
4. “SPH Suspends Both Print, Online Editions of Eyeball,” Business Times, 28 June 2001, 4. (From NewspaperSG)
5. Chua Mui Hoong, “SPH to Launch Newspaper for the Hip and Opinionated,” 
Straits Times, 7 June 2000, 1; Chua Chin Hon, “Project Eyeball Hits the Net on Monday,” Straits Times, 15 July 2000, 3. (From NewspaperSG)
6. Teh Hooi Ling, “Singapore’s Latest Paper to Readers: Tell Us What You Want,” Business Times, 7 June 2000, 1 (From NewsapaperSG); Chua, “Project Eyeball Hits the Net on Monday”; Chua, “SPH to Launch Newspaper for the Hip and Opinionated.” 
7. Chua, “SPH to Launch Newspaper for the Hip and Opinionated.” 
8. Khalik, “New SPH Paper Gets Its Licence.” 
9. Chua, “Project Eyeball Hits the Net on Monday.”
10. Teh, “Singapore’s Latest Paper to Readers.”
11. “Eyeball Hits the Streets with a Bang”; “First Issue of Project Eyeball Paper Free,” Straits Times, 9 August 2000, 53; Page 22 Advertisements Column 1: Project Eyeball,” Business Times, 12 January 2001, 22. (From NewspaperSG)
12. “SPH Suspends Both Print, Online Editions of Eyeball”; “Loss-Making SPH Tabloid Suspended,” Straits Times, 28 June 2001, 6; “‘Media War and Pricing’ Hurt Eyeball,” Straits Times, 3 July 2001, 7. (From NewspaperSG)

The information in this article is valid as at 2017 and correct as far as we can ascertain from our sources. It is not intended to be an exhaustive or complete history of the subject. Please contact the Library for further reading materials on the topic.


Rights Statement

The information on this page and any images that appear here may be used for private research and study purposes only. They may not be copied, altered or amended in any way without first gaining the permission of the copyright holder.

More to Explore

Loh Wai Kiew, Isabella


Loh Wai Kiew, Isabella (b. 1961, Malaysia–), is the chairman of the Singapore Environment Council and former president and chief executive officer (CEO) of SembCorp Environmental Management (SembEnviro) Pte. Ltd. She is also a prominent female entrepreneur. Loh made headlines when she played a key role in the development of...



BusAds is a family-run company that provides printing and advertising services. The company has received several honours at the Asian Print Awards between 2012 and 2014....

Library Book Sale


The National Library Board’s first centralised Library Book Sale was held at the Suntec City Entertainment Centre in 1998 in conjunction with the Great Singapore Sale. Since then, the book sale has been taking place almost every year either at the Singapore Expo in Changi or the Suntec Singapore Convention...

Pasir Ris Public Library


Pasir Ris Public Library, located on the fourth floor of White Sands Shopping Centre in Pasir Ris, officially opened on 6 October 2000. It is the National Library Board’s (NLB) eighth library to be located in a shopping mall and its 18th public library. This library serves residents living in...



Xmi Pte Ltd is a Singapore-based small and medium-size enterprise (SME) that specialises in the production of portable speakers, with a focus on audio technology innovation. Founded in 2006, Xmi is the first in the market to produce and retail a pocket-size speaker. Its products are now sold in more...

Ministry of Trade and Industry


The Ministry of Trade and Industry (MTI) encourages economic growth and creates employment so that Singaporeans can lead better lives. Its strategies are based on a free-market system and outward-oriented economic policies....

First subscription television channel


On 2 April 1992, the Singapore Broadcasting Corporation (SBC) launched the first subscription television channel in Singapore through its subsidiary, Singapore CableVision. Named NewsVision, the subscription channel was a 24-hour news service. It showed mainly news from the United States’ Cable News Network (CNN), but also included feeds from Independent...

Singapore Telecommunications (SingTel)


Singapore Telecommunications (Singtel) is a telecommunications group offering a wide range of services such as mobile, data and internet services, as well as info-communications technology and pay-television. One of the largest public-listed companies in Singapore by market capitalisation, Singtel has significant stakes in telecommunications companies in India, Indonesia, Australia, the...

Raffles Library and Museum (1942-45)


The Raffles Library and Museum was taken over by the Japanese and renamed Syonan Hakubutsu Kan during the Japanese Occupation of Singapore from 15 February 1942 to 12 September 1945. Vulcanologist and geologist, Professor Hidezo Tanakadate headed the institution from February 1942 to September 1942, followed by Marquis Yoshichika Tokugawa,...

Born to Read, Read to Bond programme


The Born to Read, Read to Bond programme aims to promote lifelong learning and deepen family ties by increasing parent-child bonding. The on-going programme, introduced by the National Library Board on 27 November 2001, is designed for newly born children to children up to 3 years old. ...