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