LEADER: Evolution mirrors business changes

In many ways, the evolution of this magazine mirrors what is happening in the business world today. Adspend is down for now, but it doesn't mean regional marketers have stopped in their tracks. If anything, the slump is forcing companies to look for sharper and smarter ways to build th eir brands.

They're exploring every conceivable option, from packaging to design, retail through to direct communications.

Hence, a key part of Media's evolution is the introduction of dedicated Branding and Media pages alongside our existing direct page, Connections, to address renewed marketer interest in these areas. Other new elements include AdWatch, an advertising recall poll of 500 people that will look at the highest recalled television ads in key Asian markets, starting this week with Hong Kong. We've also introduced Brand Health Check, a much-read element in our UK sister title Marketing, which explores the well-being of troubled brands and recommends some marketing medicine for their turnaround.

Every issue will also include a profile of a leading marketer, beginning with Darren Chan of adidas on page 23. Along with more news and analysis, Media has signed advertising guru and author Jim Aitchison and M&A and media specialist Michael Spiessbach as columnists. They have formidable records of achievement in their respective fields and will offer our readers their expert insights on key industry issues and developments.

Together we think these changes confirm Media as the news magazine anyone working in media and marketing in Asia must read to know what's really going on. We hope you agree.