FOCUS: Greater China - A new look for B International

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