One strategy is to increase the lifestyle component of the title, which will include the launch of fashion supplements next year to build its roster of premium brand names such as Louis Vuitton. "It has always been my vision that Destin-Asian does not rely on tourism board, airline and hotel advertisers alone, but the luxury brands. We are getting a nice mix of advertising, from the fashion brands to hotels and restaurants," said publisher Ronald Liem.
Editor-in-chief Christopher Hill said the title also planned to expand its editorial bailiwick to include parts of the Middle East, as a result of regional demand for travel to that region. "There's also high audience appeal for Australia and the Pacific, and while we're not ready to bring that area into the magazine, we are hoping to produce a semi-regular supplement, if the market is there."
An audit is planned for December. Liem said there were also plans to increase circulation, currently claimed at 30,000 copies for each bi-monthly issue, with bulk sales. Liem also hopes to add new titles from mid next year, after the Indonesian elections. On the cards are a travel magazine in Bahasa aimed at the huge domestic tourism market; and a franchised sports title.