Pan Asia pushes ahead with fitness title launch

<p>TAIPEI: Publishing company Joe Weider and local licensee Pan Asia </p><p>Express will launch a woman's fitness magazine in Taiwan's bloated </p><p>magazine category despite the sharp fall in advertising billings. </p><p><BR><BR> </p><p>The official launch for Shape is scheduled for November, with a pilot </p><p>local hitting newsstands this month. </p><p><BR><BR> </p><p>"It's not a great time for a new launch," said editor-in-chief, </p><p>Josephine Lee, "but Shape is positioned differently from women's </p><p>magazines like Elle or Marie Claire." In place of a fashion emphasis, </p><p>Shape will focus on fitness, health, stress reduction and beauty. "Shape </p><p>is about body image, not just tips on clothes and make-up," said Lee. </p><p>The targeted readership is young women - 20 to 35 - well educated and </p><p>affluent. </p><p><BR><BR> </p><p>Lee said this would allow the company to tap new sources of </p><p>advertising. </p><p><BR><BR> </p><p>"Elle and Vogue attract even Reebok and Nike, though their readership is </p><p>not a primary target," said Lee. "These sportswear makers will find a </p><p>better choice in Shape." </p><p><BR><BR> </p><p>Pan Asia will print 60,000 copies, and Lee expects to sell 70 per cent, </p><p>with subscription outpacing newsstand sales. For the first three issues, </p><p>Shape expects 30 to 40 ad pages, in issues that will be between 120 and </p><p>160 pages. </p><p><BR><BR> </p><p>This year, Taiwan has seen the arrival of Next, Open and now Shape, the </p><p>first title to launch after the September 11 attacks on the US. </p><p><BR><BR> </p>