Ong revitalises Asia-Inc; reveals bid to build 'niche communications market'

<p>Just over six months after being purchased by Brunei businessman </p><p>Timothy Ong, Asia-Inc has unveiled a new look and design. </p><p><BR><BR> </p><p>The redesign and the new ownership is perceived by media analysts as the </p><p>beginning of an era of stability and growth for the magazine, which had </p><p>been struggling to stay afloat for most of its eight-year history. </p><p><BR><BR> </p><p>"Asia-Inc, the brand, stands for editorial quality," Mr Ong told </p><p>MEDIA. </p><p><BR><BR> </p><p>"We are leveraging on Asia-Inc, the brand, to build a niche </p><p>communications market." </p><p><BR><BR> </p><p>The magazine aimed to provide integrated business intelligence and </p><p>business facilitation services and products and this would soon be </p><p>followed by a business facilitation portal, new business guides and </p><p>forums, he said. </p><p><BR><BR> </p><p>The regional monthly magazine is nearing the end of its half year-long </p><p>regrouping and consolidation phase and its next priority task is to </p><p>build on its circulation, currently standing at about 60,000 but off </p><p>from its high of 76,000. </p><p><BR><BR> </p><p>Most of Asia-Inc's circulation is controlled; however, CEO Tham Kok Wing </p><p>stressed that all its readers are senior business executives. </p><p><BR><BR> </p><p>The magazine's biggest markets are Hong Kong, Singapore and Kuala </p><p>Lumpur, but Mr Tham said plans are in the pipeline to extend the </p><p>circulation footprint. </p><p><BR><BR> </p><p>"We want to establish a stronger presence in the core markets and then </p><p>broaden to other markets," he said. </p><p><BR><BR> </p><p>He indicated that Manila, Jakarta and Bangkok have strong potential but </p><p>he said the group was also identifying sizeable Asian populations </p><p>outside the region such as Sydney, Melbourne, Auckland, London and key </p><p>US cities. </p><p><BR><BR> </p><p>Mr Ong said that Asia-Inc would build up its readership base through </p><p>marketing partnerships rather than go the costly route and set up its </p><p>own independent regionwide network. </p><p><BR><BR> </p><p>Partners being identified include media companies and media reps, and </p><p>large organisations offering brand loyalty programmes to their members </p><p>or customers. </p><p><BR><BR> </p><p>Mr Ong said Asia-Inc had a strong future because its editorial was </p><p>"second to none". </p><p><BR><BR> </p><p>"We focus on the future of business in Asia. We are always asking the </p><p>question, 'Who are the men and women of tomorrow?'," he said. </p><p><BR><BR> </p><p>"Every one of these stories talk about Asia and the future of Asia. </p><p>Therefore, we have to work harder on getting the insider's perspective." </p><p><BR><BR> </p>