Hong Kong i-Mail's new owners may have been a little too quick in
their decision to relaunch the daily, which had its last repositioning
just over a year ago when it replaced the Hong Kong Standard. While
there is no hard proof to show whether i-Mail had made inroads in the
English-speaking market, warm comments about the tabloid's pugnacious
character from media agencies did bode well for its future. As with all
brands, the i-Mail - a name which took some getting used to - needed
time to grow into its role as the city's alternative daily read and
effectively compete against a rival which has almost a century's
presence in Hong Kong.
