New-look Asiaweek hits newsstands

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