Mediaworks Mathews Asia set up as Gardiner leaves for NYC

<p>New media rep company Mediaworks Mathews Asia will begin operations </p><p>in Hong Kong next month. </p><p><BR><BR> </p><p>The new company is the result of the combination of the resources of </p><p>MediaWorks Asia, a local Hong Kong company, with Mathews and Associates </p><p>Ltd, the Hong Kong branch office of Mathews and Associates of Los </p><p>Angeles, California. </p><p><BR><BR> </p><p>MediaWorks Asia and Mathews and Associates set up the 50:50 partnership </p><p>following the decision by Mathews and Associates' Asia general manager </p><p>Ronan Gardiner to relocate to New York. </p><p><BR><BR> </p><p>MediaWorks Asia founder Kim Kenchington said, "That left a hole to fill </p><p>and Mathews and Associates had to make a choice between finding a </p><p>suitable replacement or enter into some kind of a joint venture." </p><p><BR><BR> </p><p>Both companies have been independently providing media representation </p><p>services for their respective titles, which include the life style </p><p>consumer magazines in Asia, Europe and the US. </p><p><BR><BR> </p><p>Ms Kenchington described the alliance as "a perfect fit". </p><p><BR><BR> </p><p>"Our company was exclusively serving magazines in Asia and Europe. Now </p><p>Mathews and Associates brings the joint company a respected and </p><p>established presence with US publishers like Conde Nast Publishing, </p><p>whose titles include Conde Nast Traveler, Gourmet, Architectural Digest, </p><p>Vanity Fair, Bon Appetit and Vogue," she said. </p><p><BR><BR> </p><p>"We also get to help Conde Nast International titles like Vogue Taiwan, </p><p>Vogue Japan and Vogue Korea, as well as the revitalised Australian </p><p>titles of Vogue, Vogue Entertaining and Travel and Vogue Living." </p><p><BR><BR> </p><p>These titles will join MediaWork's existing magazines, like Business </p><p>Traveller, Harper's and Queen (UK) and the new Mandarin Oriental in-room </p><p>title, MO Magazine. </p><p><BR><BR> </p><p>Key newspapers like The Times of India, the Evening Standard, The </p><p>Guardian and The Nation will also be represented by the new company. </p><p><BR><BR> </p><p>"We will become the one-stop shopping spot for those magazines and </p><p>newspapers serving the world's growing, affluent, consumer base in the </p><p>most important, international markets for Asia," Ms Kenchington </p><p>added. </p><p><BR><BR> </p><p>Mr Patrick Mathews, president of Mathews Associates, noted that a number </p><p>of small and medium-sized media representation businesses had merged </p><p>into large companies over the past three years. </p><p><BR><BR> </p><p>"Mediaworks Mathews Asia fills a void for demand in this segment," he </p><p>said. </p><p><BR><BR> </p><p>"We intend to provide clients and agencies with a very high level of </p><p>personal service and wide-ranging opportunities." </p><p><BR><BR> </p><p>- Additional reporting by Alfred Hille. </p><p><BR><BR> </p>