HEADLINES: Forbes Global to print in Singapore on back of circulation growth

Forbes Global is to launch a Singapore print site in October, about

a year-and-a-half ahead of schedule, because of better-than-expected

circulation growth in Asia-Pacific.

According to an ABC audit, the magazine's circulation over the first six

months of this year was 40,000 per issue and that for July and August,

the figure had risen to 44,000. This compares favourably with this

year's ratebase, which has been set at 35,000.

Forbes Asia managing director William Adamopoulos said he expected the

uptrend to continue and forecast a regional circulation of 50,000 by the

end of this year.

He said that rising circulation was because of editorial that was

forward-looking and analytical, which made it immune to all the free

news available on the 'Net.

"We're not just a news magazine; we look at what is behind the news; we

analyse. This is our important differentiation. If we just had news,

nobody would buy the magazine because they could get everything free

from the Internet," Mr Adamopoulos said.

Added Forbes Global editor Lawrence Minard: "News per se is just a

commodity, which you can get anywhere virtually free. But if you have

personality, strong opinions and views, and usefulness - trends,

predictions, insights - only then will people take you seriously."

Mr Adamopoulos said that Forbes Global's circulation rise was not due to

bulk distribution to hotels and airlines.

"Some publications are growing their circulation through bulk

distribution but this is of no use to advertisers, because most of this

part of the circulation is made up of low or no yield readers, who

consequently won't show up on the high-end radar," he said.

Forbes Global, he added, has attempted to lure the upscale market

through a variety of promotions including joint venture marketing

campaigns such as the one with Singapore's Business Times in February of

this year, which yielded some 3,000 new subscriptions.

Other similar joint-ventures have taken place in Taiwan and

Thailand.

Forbes Global, the international edition of Forbes, is currently printed

in France by Quebecor. From October, it will also be printed in

Singapore by Times Printers.

Mr Adamopoulos said, "With the circulation now over 40,000 per issue,

better economies of scale, speed to market and advertising and editorial

flexibility are key factors behind the magazine expanding its presence

in the Asia-Pacific region."

To support the expansion, Forbes Global has made a number of key

appointments - Ms Joyce Lim has been named the new circulation director,

while Ms Tina Wee has been tapped for the marketing manager's

position.

The pair were from Newsweek and Fortune respectively.