Asiaweek is undergoing a major redesign for a "Red Herring meets
Fortune meets Vanity Fair" look as it takes into account Asia's changing
socio-economic and political landscape.
With rapid tech and telecom advances giving rise to a breed of smart,
young, and ambitious professionals across Asia, Asiaweek president Peter
Brack said a redesign was needed to better cater to the changing
regional audience.
"There is a real niche to be captured by changing the editorial mix of
the magazine and by refocusing on what it is we write about," said Mr
Brack.
The multi-million dollar redesign represents the largest single
investment into Asiaweek by parent company Time Inc since 1985 when it
acquired the magazine.
Asiaweek's new positioning - under the leadership of editor Dorinda
Elliott, who recently took over from Ann Morrison - will be "business
life", said Mr Brack.
"Business now is no longer about meetings and talks about the
economy.
Business is life and it affects us in so many different ways. It's not
just about stock prices and statistics and who's up and who's down in
the politburo.
"Our readers are interested in technology and people, the latest design
trends and the coolest restaurants around the region and that's what we
will be going after."
The new-look Asiaweek is scheduled to hit the streets in April.
Technology, travel and personal finance will be featured in a bigger and
more interesting way, along with shorter news stories up front.
Mr Brack said content, which can be obtained elsewhere, such as the
digest of events of the past week and stock and economic statistics will
be dropped.
"We want to be a magazine that is talked about. We want people to read
our magazine and think this is not only informative but it is
interesting and entertaining as well and from time to time make readers
chuckle or feel challenged.
"But that doesn't mean 'dumbing' it down," he said
Asiaweek will be relaunched with a direct mail and trade magazine ad
campaign. Agencies have been invited to pitch for the business.
