©2004
Fann Wong Singapore
| 2004 |
Women of China, this is for you Her World spearheads Singapore's entry into China's print market with its Chinese edition: You - Her World Singapore's best-selling magazine made its debut there last Friday, becoming the first local title to enter the lucrative print market in the world's most populous country. The Chinese-language edition is called You - Her World, or Ni in Chinese (which means 'you'). Priced at 16 yuan (S$3.25), it was introduced at a glamorous launch that day at a popular mall in Shanghai via fashion and dance shows. The trade launch for advertisers and officials will be held today. 'The addition is part of SPH Magazines' roll-out plan for regional expansion,' says Mr David Tay, managing director of the publishing arm of Singapore Press Holdings Limited. The move into China, under a licensing agreement with The Modern Family Publishing House in Shanghai, is the next chapter after similar regional tie-ups. Her World Thailand was launched in February in the Thai language while Her World Malaysia was rolled out in English last year. Indonesia has had its own edition in Bahasa Indonesia since 2000. In terms of content for the China version, 60 per cent will be generated locally, with the rest adapted from the Singaporean edition. The look and feel of the magazine will remain consistent with the original Her World, which is Singapore's oldest women's title (current circulation: 75,000 copies) since its launch in 1960. The Thai, Malaysian and Indonesian issues also follow this same formula, just like international magazines such as Elle and Cosmopolitan. The latter have spun off China editions since 1998 that are currently ranked the top two women's magazines in the country. To bring home the Singapore flavour, the inaugural cover of You - Her World features Fann Wong. Mr Tay says: 'Since Her World is a Singapore brand name, we decided to use Fann. She's well-known in China and her movie with Jackie Chan (Shanghai Knights) also makes her an international star.' Subsequent issues of the glossy monthly will feature familiar China faces such as singer-actress Faye Wong. Even though SPH Magazines has a top-selling Chinese-language magazine Citta Bella (circulation: 30,000 copies) here, it decided to roll out Her World instead because the plan is to make it an international brand name, says Mr Tay. He adds that, as 60 per cent of the content will be generated in China, 'it is not necessary to use a Chinese-language magazine. We're building on Her World's 40 years of history'. Since the Singaporean readership is 76 per cent Chinese, stories on subjects such as skincare for the Asian complexion will be relevant to China readers as well. The initial circulation target is a conservative 40,000, targeted at cosmopolitan women aged 20 to 40 who hold white-collar jobs. It is not known what the circulation for Elle and Cosmopolitan in China is. E-mail queries from Life! were not answered. 'We are realistic in our initial launch. We don't expect to hit 100,000 or 200,000 in circulation,' says Mr Tay. Still, it has got off to a good start with robust response from advertisers, with 17 international brands placing ads. These include cosmetics giants Estee Lauder, Lancome and Shiseido, and luxury jewellers Bvlgari. READING IT RIGHT THERE are over 50 Chinese-language editions of foreign magazines in China, including about a dozen women's titles. According to the International Federation of the Periodical Press, there are a whopping 9,000 magazine titles, of which only 25 exceed a million in circulation, due to distribution problems outside the major cities. But You - Her World carries certain advantages. Professor Yu Guoming, a noted media scholar at People's University in Beijing, says: 'If the brand name is well-known, the advantage is that the magazine can enter the market and establish itself more quickly. 'An Asian brand name may gain even more advantages because in terms of culture, fashion and lifestyle, it may be closer to that of the Chinese reader.' He adds: 'While European and American magazine titles may bank on their own styles and trends, readers may also want to read about something closer to home.' China's print advertising market is growing at 37 per cent annually, with total revenues of $5.5 billion in 2002, according to an article in Busi- nessWeek magazine last November. This is a powerful draw for magazine houses thinking of moving into China, such as ACP Asia. It publishes Cleo in Singapore, Taiwan, Malaysia and Thailand. Its Singapore-based managing director, Ms Julie Sherborn, says: 'Obviously, an established brand name is useful when moving into a new country, but you also have to look at the specific markets and their needs, the various demographics and trends, and what readers want.' That is where the Chinese publishing partner comes in. Working closely with Her World in Singapore is Ms Sun Xiao Qi, president of The Modern Family Publishing House. In its stable are some of China's most widely-circulated magazines, including Modern Family, a parenting title. She says: 'You - Her World is more than just a trendy women's lifestyle magazine. It provides a comprehensive, interesting, informative and intimate coverage of the many facets of today's urban woman.' Hence, the inaugural issue offers topics such as six massage methods and 15 hot tips for dates and answers burning questions such as 'Will you bring him home to meet your mother?' The editorial team, which is headed by Ms Zhang Yi Chong, former editor of Elle China, consists of about 10 full-timers, as well as a pool of contributors and freelancers. Mr Tay emphasises that 'the spirit of Her World has to be retained, through the sections, the design concept and the way we angle stories'. For instance, he says: 'We do not do sexy stories just for the sex bits, but more on the education aspects. 'Each country has its own OB markers; that's why we work with our partners who will know best. 'In every country we've published Her World, there are different operating environments, different sets of cultures and readership.' Such a strategy works, for circulation figures have been 'meeting expectations and improving' for the newly-launched Thai and Malaysian editions, he says. 'But basically, what women want is the same across the board. They want to look good. They want to lead a wholesome life.' THE map of Her World now includes China. Source: The Straits Times |
