MEDIA-I: Lifestyle titles set up collective online site

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