New-look Asiaweek hits newsstands

HONG KONG: A redesigned Asiaweek, has hit the newsstands, offering a shift in editorial focus, which the Tome Inc-owned title describes as creating a new magazine category. The shift is underlined by a new tagline, "Redefining Business", one of the main topics covered in the relaunch issue of May 11. According to Asiaweek, the shift to redefine business is reflected by the fact that Asian has changed, with the late '90s economic turmoil and the internet - despite the slumping dotcom sector - serving as catalyst for that. The magazine's editor, Dorinda Elliott, said: "It's all about the beginning of a new society." Elliott, who joined Asiaweek from Newsweek, was one of a group of key people who was instrumental in the magazine's redesign. "Business is not boring because the new generation is learning about how to live and spend money, not just making money. That means they are interested in the environment and holiday destinations," said Elliott. "At the dinner table, people don't talk about Asean politics. They talk about Richard Li and the price of his stocks." Asiaweek president, Peter Brack, said that in this new era, "others are struggling to redefine the new business world". The magazine has five main sections: the Front, which contains a brief of the week's most important events including business and technology stories; Dateline, which carries the week's hottest news stories showing the meeting between politics and business; Enterprise, which is the core of the magazine encompassing business and technology stories, profiles and companies; Life which includes features on the arts, design, management, films, music and the environment; and Your Space, a personal section that includes stories for business travellers, features on money and investment plus stock tips, cool gadgets and fashion. The magazine's publishers say the focus on more lifestyle stories is designed to make the title more of a fun read. Underlining it as a "fun read", the magazine's redesigned logo will switch colour from issue to issue.

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