PROFILE: Media Watch - Smooth debut but Men's Uno must differentiate on content

Chinese language lifestyle title Men's Uno launched in Hong Kong smack in the middle of a Sars-induced slump that hit an already bruised advertising economy.

But the paucity in the men's magazine market - unlike the cluttered women's segment - appears to have reduced some of the newcomer's birth pangs.

The April launch issue carried 228 pages, including 70 ad pages and had a print run of 30,000 copies. The second issue weighed in at 196 pages and again sported a large number of blue chip brand advertisers, including Louis Vuitton, Yves Saint Laurent, Gucci, Sony and Samsung.

The added bonus of 5,000 copies for China and Taiwan along with a paucity of men's lifestyle titles have played in Men's Uno's favour.

"There should be four to five men's lifestyle magazines in the market, but right now there are only two or three," notes Men's Uno managing director Mabel Leung. "The needs of both advertisers and readers cannot be fulfilled.

This is reflected by the fact that our launch issue exceeded our advertising sales target by 20 per cent."

Men's Uno's main rivals are Esquire, aimed at an upscale 25 to 40 age segment; Him, appealing to a younger demographic profile; and Winners, with its 30-something readership target. Although opportunities abound, Men's Uno has opted for a lifestyle positioning similar to Esquire. Its mix of fashion, health and fitness, home decor and relationship tips are designed to appeal to more affluent and trend- and fashion-conscious men.

For now, the similar positionings may not be a hinderance since the majority of titles aimed at men are niche publications that specialise in automobiles, sports, finance and audio visual equipment.

This at a time when Hong Kong men are starting to discover lifestyle titles. "In the past, Hong Kong men were shy about buying such magazines because they feared people might think there was something wrong with them," notes OMD regional coordinator Jade Huang.

But growing interest will in a short space of time translate into greater expectations on the part of readers. For Men's Uno, the challenge will be in honing its content and differentiating itself from the rest of the pack. MindShare Hong Kong managing director K. K. Tsang said high quality and relevant content and visuals will be crucial. "These types of magazines will never be mainstream, but their strength lies in their niche, so they have to deliver their brand promise to readers and advertisers."

HOW THE RIVALS STACK UP
                        Men's Uno
Language                 Chinese
Frequency                Monthly
Cover price              HK$25
Circulation              30,000*
Target age group         24-40
                        Esquire
Language                 Chinese
Frequency                Monthly
Cover price              HK$40
Circulation              25,300**
Target age group         25+
* claimed
** ABC