The 32-page magazine, with a print run of 20,000, is distributed to home loan clients of Bangkok Bank. The title has taken a "lifestyle approach" in terms of editorial and design. Its first issue went out with 32 pages, including seven pages of advertising, featuring brands such as Electrolux, Santas Home Fashion and Jim Thompson.
Stone said the magazine was an effective sales tool for Bangkok Bank in its battle to retain customers, and would allow the bank to track response through coupons and other offers in the issue.
Oakins & Stone will handle advertising sales, however, the company will also be paid a fee for producing the title. "A free magazine in exchange for sales doesn't work and the quality of the magazine can suffer," said Stone. He added that Thailand had a strong domestic market with international and local brands seeking to establish themselves overseas. "Thailand is also competitive in terms of publishing costs when compared to other countries in the region," said Stone.
Backed by UK publishing company John Brown, Oakins & Stone plans to roll out across Asia.
Oakins was also the former chairman of the International Herald Tribune, while Stone spent the majority of his career in advertising circulation management at Dow Jones.