Asiaweek revamps, increases frequency of 'Net supplement

<p>Asiaweek has plunged into the battle of the regionals with a new </p><p>brand advertising campaign and an imminent redesign which will be </p><p>revealed in early May. </p><p><BR><BR> </p><p>Although publisher and managing director Peter Brack denied that any of </p><p>the initiatives - including stepping up the frequency of tech supplement </p><p>Asiaweek.com to a monthly basis - were in response to what appears to be </p><p>heated competition among regional print titles for circulation and </p><p>advertising, the timing has been uncanny. </p><p><BR><BR> </p><p>In the last two weeks, the Asian Wall Street Journal has dropped its </p><p>cover price, the Far Eastern Economic Review has redesigned its masthead </p><p>and interior for the second time in four years, while the International </p><p>Herald Tribune has just fired the first Asia-targeted missile in its </p><p>global branding campaign. </p><p><BR><BR> </p><p>However, Mr Brack told MEDIA that the moves among the regionals were </p><p>"pure coincidence". </p><p><BR><BR> </p><p>"Redesigns take a long time - we started ours quite a long time ago," he </p><p>said. </p><p><BR><BR> </p><p>"For us, it was a really question of evolving the magazine and investing </p><p>in the brand." </p><p><BR><BR> </p><p>Among the regional newsweeklies, Asiaweek is claiming ownership with its </p><p>new tagline, "Asia Inside Out", which replaces "If it's in Asia, it's in </p><p>Asiaweek". </p><p><BR><BR> </p><p>"The new ad campaign is a real departure from what we've had in the past </p><p>few years," Mr Brack told MEDIA. </p><p><BR><BR> </p><p>"Previously, the campaign was an enhancement of the logo. We didn't talk </p><p>about what was actually in the magazine - and this was crucial, because </p><p>a lot of non-readers don't know and have misconceptions as to what we're </p><p>about." </p><p><BR><BR> </p><p>M&C Saatchi Hong Kong was therefore tasked to create a campaign which </p><p>would focus on the magazine's content while developing its own tone of </p><p>voice and style. </p><p><BR><BR> </p><p>"We want people to be able to instantly recognise it and say, 'That's </p><p>got to be an Asiaweek ad'," said Mr Brack. </p><p><BR><BR> </p><p>The campaign coincides with Asiaweek's 25th anniversary celebrations, </p><p>which offered an opportunity to "rethink, to reposition, to invest in </p><p>the brand and what we are all about". </p><p><BR><BR> </p><p>Part of this includes the redesign of the magazine's interior, which Mr </p><p>Brack stressed would be "evolutionary, not revolutionary". </p><p><BR><BR> </p><p>"We believe that every couple of years, magazines need to revamp to keep </p><p>their readers interested," he said. </p><p><BR><BR> </p><p>Deciding to increase Asiaweek.com to a monthly basis was in response to </p><p>both reader and advertiser demand; originally launched as a quarterly, </p><p>it was such a success that plans were for the supplement to go bimonthly </p><p>this year. </p><p><BR><BR> </p><p>"It's been a big hit with advertisers and readers; we're filling a real </p><p>niche," said Mr Brack. </p><p><BR><BR> </p><p>"... The recovery of Asia is about business, and business right now is </p><p>about technology. We are not changing the focus of the magazine by any </p><p>stretch - we have our finger on the pulse of what is happening in Asia, </p><p>and we are covering more and more of what matters. </p><p><BR><BR> </p><p>"Technology is not just one defined field - it spreads into everything, </p><p>including politics." </p><p><BR><BR> </p><p>As of this month, Asiaweek.com will appear each month within </p><p>Asiaweek. </p><p><BR><BR> </p><p>Components of the overall advertising campaign include print ads (both </p><p>trade and consumer), direct marketing, outdoor advertising (including </p><p>painting 20 London taxis in Singapore) and online. </p><p><BR><BR> </p>