Hong Kong lifestyle magazine B International has revamped in a bid
to widen its demographic profile.
B International, which launched 20 years ago, is no longer
tabloid-sized, but is now published in a more handy, traditional
magazine format.
According to publisher and editorial director Regina Lo, plans are to
aggressively push newsstand sales, following the introduction of more
local content as well as a more colourful, lively layout.
She said the magazine had opted to enhance its editorial relevance in
order to increase its appeal to target readers: overseas Asians, expats
and Westernised Chinese.
Ms Lo stressed that B International was "not just a coffee table
catalogue", but would address issues and feature in-depth articles and
interviews with specific agendas.
For example, celebrities would now be featured on the cover instead of
fashion models, allowing for editorial opportunities within the magazine
as well.
B International will offer more premium promotion services to
advertisers: for instance, the January issue had a wraparound with a
horoscope booklet.
In terms of advertising sales, Ms Lo said the title would look for new
opportunities from a wider variety of categories, such as banking,
travel and tourism, telecoms and technology.
Promotional advertising campaigns are now running on the MTR, bus
shelter panels and HK Magazine to support the relaunch activities of the
title.
