FOCUS: Greater China - A new look for B International

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.

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