Sharon Lau Client leader, Mindshare Hong Kong |
Tim York Head of planning, JWT Shanghai |
Edmond Lau Editor-in-chief, Top Gear |
Chacky CK Ip Chief editor, Jessicar |
NO |
NO |
NO |
YES |
"The launch of Jessicar breaks new ground in the Hong Kong magazine market, yet it is really a big challenge to promote a somewhat low-interest topic among a small and niche market. The automobile industry has always been a man’s domain. Car manufacturers themselves don’t even invest too much in the women’s market, making it hard to believe that it is sizable and has enough potential to support a car magazine talking specifically to women. Women traditionally are less savvy on technology and machinery. They much prefer to spend their time and money on beauty and luxury topics. I am not saying women don’t like driving or owning nice cars, it is just that when it comes to purchase decisions, they often rely on their male friends or partners for advice. The first layer of readers Jessicar will appeal to will be new female drivers and car enthusiasts, but the question is how many there are in Hong Kong and whether their interest will last so that they become regular readers of Jessicar.” |
“The implication of the question is that existing car magazines are lacking in appeal to women. It was for this reason that the UK’s first motoring magazine for women launched 10 years ago. This, and the fact that more women aged 18 to 25 were buying new cars than men. A similar case could be made in China, where women account for 30 per cent of car purchases. But if the need for female-friendly information exists in China, a car magazine for women may not be the best answer. For information-heavy categories, women prefer on-demand sources or sources that provide search and answers to their questions. Specialist sites and blogs are very popular, credible and influential in China. Women may find them more female-friendly than some car magazines. And friends and relatives continue to be the most trusted source of advice. It would be difficult for a women’s car magazine to combine the scope, credibility and currency of these sources. And the British women’s car magazine I mentioned? I can find no trace of it.” |
“There is room for a car magazine for women in Hong Kong, but the question is how much room. I have not seen a regular car magazine targeting women. Normally it would be in supplement format only. Even in the local edition of international magazines, such as Vogue or Elle, there is seldom a Chinese car supplement. Shopping habits between men and women are different. When men are interested cars, cameras or watches, they do lots of research, whereas women care more about the look instead of the structure, functions and interior mechanics. Generally speaking, when women want to buy a car, they know the brands they want early and just focus on those brands. Cars are pretty neutral products. There are not many cars in the world which are designed exclusively for women.” |
“We can make more profit with a women’s car magazine than a traditional car magazine in Hong Kong. The project is sound in strategy. It strengthens the South China Media group and may bring negative impact to competitors in terms of advertising and sales. According to our survey, only three to four per cent of readers of traditional car magazines are women. Most women in Hong Kong have no idea what traditional car magazines are talking about. The content and wording may be too technical. The idea a women’s car magazine is to make it ‘softer’ in terms of overall presentation. Driving a car in Hong Kong allows women to show their lifestyle and tastes just like the brand of bag they are carrying. The number of female drivers in Hong Kong is growing, and car manufacturers such as Audi and Lexus are focusing on design elements that suit women. These signals mean that women are more interested in cars than they used to be. And women are making more car purchasing decisions. The market is getting bigger, and this is a good platform for advertisers.” |
Off the Fence... Is it wise to launch a car magazine for women?
Jessicar has launched in Hong Kong as a car magazine aimed at women. Can it work?
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