Arena targets high end in Thailand

UK men's fashion glossy Arena has launched in Thailand, in response to "coaxing" from high-end fashion brands. According to Dan Flowers, publisher of Arena UK, while the magazine's slant is high-end fashion, content may expand to include features about weighty political and social issues. Flowers described Arena's target audience as the 'black-collared worker', a term coined by the magazine itself. "The black-collared worker is a guy working in a non-traditional industry, such as advertising or media. He's the 'cool' guy people follow." He added that the title was "completely different" from FHM, a men's title already in Thailand with a circulation of 80,000: "FHM is more straightforward in tone and content - it's written for the everyday lad. Arena is really for a more discerning, sophisticated audience. And it is tasteful enough for your girlfriend or wife to flip through." Locally published by Inspire Publishers, the issue retails at 100 Baht (US$2.60) with an initial print run of 40,000 issues. Arena is also currently available in South Korea and launches in Singapore this October.

by | 08/09/2006

UK men's fashion glossy Arena has launched in Thailand, in response to "coaxing" from high-end fashion brands.

According to Dan Flowers, publisher of Arena UK, while the magazine's slant is high-end fashion, content may expand to include features about weighty political and social issues.

Flowers described Arena's target audience as the 'black-collared worker', a term coined by the magazine itself. "The black-collared worker is a guy working in a non-traditional industry, such as advertising or media. He's the 'cool' guy people follow."

He added that the title was "completely different" from FHM, a men's title already in Thailand with a circulation of 80,000: "FHM is more straightforward in tone and content â€” it's written for the everyday lad. Arena is really for a more discerning, sophisticated audience. And it is tasteful enough for your girlfriend or wife to flip through."

Locally published by Inspire Publishers, the issue retails at 100 Baht (US$2.60) with an initial print run of 40,000 issues. Arena is also currently available in South Korea and launches in Singapore this October.