PanPac Publishing Asia has launched its third regional niche
publication in a year and at least one more is being planned for an
October launch.
The company's newest monthly magazine, Bike Asia, has an English edition
for Hong Kong and Singapore, and a Chinese version for southern
China.
PanPac publisher and president Robert Ferguson said the demographic
target market is made up of three segments.
"First there are the utilitarian readers and they are people who use a
bike to go from one place to another and they need the basic information
about servicing and maintenance and so on.
"The second are lifestyle readers like your typical Harley-Davidson
rider and the third are the racers, and these last readers are the most
demanding of all the segments in terms of wanting really up-to-date
information," Mr Ferguson told MEDIA.
The readership demographic is almost exclusively men aged between 18 and
40 years old.
The English and Chinese editions have print runs of 12,000 and 9,000
respectively.
Mr Ferguson said that the China market had the biggest potential as the
whole country is home to 60 million motor bike owners.
That compared with 160,000 in Singapore and 20,000 in Hong Kong.
Since the end of last year, PanPac has launched Perspective, a magazine
dealing with architecture and interior design, and Wine & Dine.
Mr Ferguson said that there are tentative plans to launch a bilingual
wine publication in October.
This magazine will be distributed free to consumers through wine
distributors in China, he added.
