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