Asiaweek keeps up with timely revamp

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