HEADLINES: New men's mag launches in Hong Kong

<p>South China Media (SCM) has rolled out a second men's magazine in </p><p>Hong Kong, with the latest launch aimed at a younger male audience. </p><p><BR><BR> </p><p>Called Him, the new title dares the reader to be self-indulgent and </p><p>extravagant, but it also positions itself as having a global vision and </p><p>all the latest in trends and technology. </p><p><BR><BR> </p><p>SCM currently publishes another men's title, Esquire, however, company </p><p>director Jessica Ng said that there was no conflict. </p><p><BR><BR> </p><p>"Esquire is positioned as the guide to a quality lifestyle. It aims to </p><p>provide enjoyable and pleasurable living for the true gentlemen. </p><p><BR><BR> </p><p>"However, the style of Him is much more free, bold and playful. The </p><p>target readers of Esquire are mainly those men who are comparatively </p><p>mature, while Him aims to attract those young men who like to hang </p><p>around with friends and refuse to settle down," she told MEDIA. </p><p><BR><BR> </p>