- Most local mainland publishers seek to strike joint-venture agreements with their foreign counterparts in an attempt to gain a competitive advantage in the face of intense competition. Tom, published by the Modern Media Group, is different in that it is successful and is a 100 per cent Chinese-made magazine.
- It employs a targeted distribution system to reach its desired target audience, including supermarkets, newsstands and high-class entertainment venues such as clubs and bars.
- Its reach is further boosted by the fact that it employs an on-going and comprehensive advertising campaign to ensure it has high awareness.
This includes huge billboards at major airports right down to point-of-purchase signage at retail outlets and newsstands.
Modern Media Group also employs PR and events to ensure an integrated approach in the way it undertakes distribution and marketing communications activities. The below-the-line initiatives include organising large-scale parties to taking part in relevant television and radio shows.