Previously perceived as a teenage title, the publication is now targeting an older 18- to 24-year-old profile, in response to what it sees as a vacuum of relevant content speaking to this demographic. The Sonic Bang music festival will communicate the new positioning by tying up with some of the city's biggest musical names, including The Observatory, Electrico and Saw Loser, along with TV stars from Project Superstar and Singapore Idol.
"Previously, we were targeting the 15 to 19 sector, but there isn't a magazine targeting this (18 to 24) group," explained Mediacorp publishing associate director of marketing, Joseph Dorall. "It's a reflection of Lime's attitude, and it's been a gradual change over the last 12 to 18 months."
Sonic Bang will take place alongside a fortnightly Lime Flea Market, held at the *scape youth hub. Organisers expect 15,000 to 20,000 people to visit both the concert and flea market. In addition, the magazine has tied up with toy maker Trexi to launch its own Twista Lime figurine. Designed by Lime graphic designer Kim Wong and senior photographer Simon Sim, 1,000 Twista units will be up for redemption at the Lime Flea Market. The magazine is also offering its readers specially-designed Lime iPod 'peels' with every copy of the December issue.
A new space for gamers, called the Lime Pod lounge, will also launch at the end of November, at one of the city's leading e-gaming venues, E2Max@Cine-L9. Dorall said the intention was to underline Lime's trendsetter positioning: "We've always been hip, but we've never reinforced it before. Lime readers are more edgy."
The December issue of Lime will showcase revamped editorial and layout. Columns such as Urban Style and Street Chat have been expanded, while new columns include a 16-page section entitled Agenda, covering the month ahead; a first-car section called Wheels; and My Space, a look at readers' homes and work spaces. Other new sections are Clubbing and Game Pod, helmed by celebrity gamer Howard Lo.
Overall, lifestyle content increases to 60 per cent, with 40 per cent now devoted to entertainment. The magazine is expanding its advertising target to include banking, nightclubs, alcoholic beverages, travel and automotive.
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Edgy offer repositions Lime for older readers
Lime magazine is overhauling its image, organising a two-day music festival as part of a major bid to refocus on Singapore's youth generation.
