MEDIA-I: Lifestyle titles set up collective online site

HONG KONG: Communication Management Limited (CML) and eSun Holdings (eSun) have formed a joint venture, Splendid Cyber Group Limited (SCGL), to create, develop and maintain a website and exercise exclusive cable, satellite and internet rights to lifestyle magazines. Titles to be featured on the website include Hong Kong, Singapore and Malaysian Tatler; Home Journal; Eve; Couture and MenMode, as well as other bi-annual and annual titles published by CML and its wholly-owned subsidiary Illustrated Magazine Publishing Company Limited (IMP). The launch follows the "re-invention" of the titles last year, when according to the group's promotion manager, Bob Zook, a more "traditional branding strategy was used". Advertisers on the print titles will eventually be offered advertising packages for both print and online, said Zook. Print promotions will also be featured on the site, although "they will not be over emphasised because promotions don't breed customer loyalty". The joint venture aims to leverage the CML branding throughout the region and develop multimedia services with "these assets into strong web and TV businesses". CML chairman, Dr M. Mohindar, said, "Print is nicer to hold, nicer to stroke and to take to bed. It's also easier to read offline and the photography looks incomparably better in print. A magazine has a narrative, which is not germane to the nature of the web." However, he added the web does offer distribution convenience and interactivity. Readers can also give instant feedback on the sites' contents. The website is to be available in both Chinese and English. Zook said the website will supplement the print titles with additional services for readers. "Once you go to the main site, there is a link to the other sites through logos placed on the homepage. Most of the sites are still under development. The restaurants' website is near completion and we're now approaching restaurants to place ads on the site." He added a cautious approach had been adopted in taking the titles online. "We started working on the sites last year and changed partners at that time. The internet has become a big thing for web publishers as it's another channel for generating revenue. "We've taken a more conservative approach compared to other publishers, and the idea is that this will be another avenue for revenue by offering additional services for our readers. We are also different to other publishers in that we target the very high end market, which you can see looking at our reader profile," Zook explained. He noted the company is still in the process of gathering ideas for the sites, which will offer interactive features such as online restaurant bookings.

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