With the grande dame of raunchy female titles, Cosmopolitan, expected to make a Singapore comeback after the Government lifted a long-held ban, rivals such as Cleo have been speedily investing in editorial facelifts (Media, October 3) to counter the threat.
The irreverent monthly for the 20-plus set is sticking to its editorial formula of risque content and fashion trends, but has made subtle design changes to ensure a slicker editorial flow. "I personally don't feel the need to come up with racier coverlines or stories, partly because Cleo's always been pretty risque," says Corinne Ng, editor of the locally-produced version.
Recent story examples - 'How to have insanely good sex' and 'Sweaty sex positions: one for every night' - shows that Cleo is more than a match for Cosmopolitan's formula of sex and more sex.
The third-placed Cleo (readership of 65,000) has to stay sharp and irreverant if it wants to close the gap with market leaders Her World (141,000) and Female (93,000) in the increasingly liberalised Singapore climate, which has seen the patriachial state lift a number of curbs and sanction Cosmopolitan's return. "I do see other women's magazines competing and trying to outdo each other with increasingly outrageous coverlines. The problem is, in some of these cases, that's all there is to it," Ng notes.
Ng cites research showing Asian women don't necessarily want their magazines packed cover to cover with sex. "I know when people buy Cleo they're expecting more than sex advice. They want the latest beauty tips, great fashion trends, career advice, relationship help and fitness guides," she says.
The new look appears to have won plaudits from advertisers. Chanel communications manager Weng Shin-Yi appreciates that more pages have been dedicated to fashion, beauty and lifestyle. "We find it an even better read and giving readers more value. To advertisers, the added pages in beauty and fashion give us more opportunities to explore editorial for our products. It is a good read for the 20s. It encompasses lifestyle, gadgets, dining, which encapsulates what those in their 20s want. It is very targeted at that age group."
Shiseido marketing officer for group brand marketing, Bertha Cheung, believes the facelift has injected more vibrant colours and the layout has been given a "dynamic and very 'happening' kind of feel". Cheung adds: "Its content has always been good. It is very targeted, writing about the kind of issues that are very close to the hearts of readers."