Poleshift seeks to revive Cream with relaunch

<p>SINGAPORE: Poleshift Media, which has taken over fashion and </p><p>lifestyle magazine, Cream, is relaunching the title in a bid to reverse </p><p>its flagging fortunes. </p><p><BR><BR> </p><p>The title has been plagued with problems following its 1999 launch, </p><p>including the departure of launch editor Jason Coates, which made it </p><p>difficult to realise a number of strategic objectives, said its </p><p>advertising director, Nicholas Singh. He said Poleshift has lured Coates </p><p>back to lead the editorial team and had increased from a bi-monthly to </p><p>monthly frequency in order to revive Cream's fortunes. </p><p><BR><BR> </p><p>Poleshift plans to expand Cream's distribution to Europe. Cream's target </p><p>audience is between 24 and 35, with tertiary education, and enjoys an </p><p>international lifestyle. The relaunch issue will offer a greater focus </p><p>on Asia and Asian culture and lifestyle, said Singh. </p><p><BR><BR> </p>