Limelight puts Juice on HK newsstands

The English-language monthly title, already distributed in Singapore, Malaysia, and Indonesia, will be adapted for the Hong Kong market and will target 20 to 35-year-old urbanites.

Music, nightlife, fashion, travel and art will be covered in the magazine, which will be distributed in nightclubs, record stores and clothes stores. The launch circulation will be 30,000.

Limelight Media Group's publisher, Scott Davies, explained: "Juice has a reputation around Southeast Asia, especially in Singapore, as the authority on music and clubbing. We are adapting it for Hong Kong. It seems that other publications do not stick to one formula, and we wanted to change that."

Juice will be edited by Dominique Rowe, formerly of Asia City's HK Magazine, one of many free magazines in Hong Kong, which celebrates its 15th anniverary this month. On October 6th, Asia City launched Taxi, another youth-oriented free title.

Melanie Lo, MD at MindShare Hong Kong, said: "There is room for more free magazines in Hong Kong, as there are not a lot of quality free magazines. Juice's success or failure will lie in its distribution strategy."