FOCUS: REGIONAL MAGAZINES: Review re-invents to stay ahead of the times

A new, expanded version of the Far Eastern Economic Review (FEER) has hit the streets of Asia, featuring changes aimed at reflecting Asia's new economic, political and technological landscape. The changes include new features such as an extensive technology section, a new money section devoted to personal finance and a strengthened editorial team. The magazine also sports a modern and user-friendly design. The front cover page regains its trademark, yellow border and a modernised version of the FEER logo. FEER editor and publisher Philip Revzin said the changes were made necessary because of the new developments in the Asia-Pacific market, including the explosive growth of the Internet and the technology sectors as well as rising awareness about the importance of personal finance. "We've made the changes to stay ahead of the story in this market. We did this four years ago (but) we think things have changed fast enough in that period to warrant us to continue the changes," Mr Revzin told MEDIA. The magazine's website, www.feer.com, is featured more prominently on the cover and later in this year, feer.com will become a more integral part of wsj.com, which is the website of parent Wall Street Journal. FEER has also added more columns, however, it retains its well-known feature columns such as Nury Vittachi's Traveler's Tales and Frank Ching's Eye on Asia. "Our aim was to keep the best of the old FEER and add many more useful, interesting features and coverage," said Mr Revzin. The changes in FEER occurred after the magazine's advertising revenue in 1999 tumbled 22 per cent to US$15.5 million from almost US$20 million in the previous year, according to the latest CMR report. Mr Revzin said, however, that there was no connection between the two. "We want to make the content the best it can be in order to properly serve our readers. It's not that we ignore business considerations, but circulation is going up and the Asian economy is recovering, so we hope that advertising will follow."

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