South China Media marketing director, Kitty Wong, said keen competition in the local media sector had prompted the publisher to launch the aggressive circulation promotions. To boost the circulation of its men's title HIM from 30,000 to 40,000 copies a month, it has dropped the cover price from HK$35 to $10 for three months, ending in July. An adspend of more than $2 million has been alloted for an outdoor, print and radio campaign to support the circulation drive for the two-year-old title, according to Wong.
Infotainment weekly Three Weekly has cut its $10 cover price to $6.
Targeted at young females, the magazine is looking to achieve a circulation of 150,000 copies. "As our purpose is to secure the number one spot, the promotion will run for as long as we feel it is necessary to achieve our objectives, said Wong.
Whiz-kids has launched a half-price summer promotion, selling at $5, to double its circulation, while Lisa has joined hands with a local supermarket chain for a $12 promotion, which will run until August.
