No-one in the marketing services sphere can afford to shun change - whether from clients with mercurial budgets and shifting tastes, or from the evolving dictates of consumers in a rapidly developing socio-economic region.
The media is no different. Catering to a mobile readership that traverses regional borders as an occupational given, keeping tuned in to readers is vital. This has propelled the move from monthly standalone, to PRWeek's latest incarnation within Media.
Our readers no longer belong to a hardcore coterie of 'pure PROs' - and now span client marketers, marcomms executives, brand managers, CEOs, government spokespeople, in-house corporate communicators and the PR fraternity at large. Just as the marketing services industry increasingly bundles together its services to offer ultimate flexibility to clients, inside Media's pages, PRWeek's relevance is now underscored in a broader industry context.
In a nutshell, we will now be reaching 12,000 readers and gaining the edge on news by going from monthly to bi-weekly status.
And we're not stopping there.
An online newsletter will follow, enabling regional industry news to reach PRWeek and Media subscribers regularly, irrespective of where you are.
For the loyal readers who have stood by PRWeek as we have fine-tuned our offering, we thank you. Will this be the last of PRWeek's proprietary editorial offerings? In a word, 'no'.
We're mindful to preserve the signature mainstays that have become core to the magazine over the past two years.
So the proprietary Asia-Pacific consultancy rankings, global consultancy league tables, country reports, surveys and the CONTACT: Asia-Pacific PR Guide - not to mention the PRWeek Awards - will continue to grow and reflect the burgeoning communications industry in this region. We welcome your thoughts on PRWeek's new format.
Elsewhere, in the broader public sphere, unplanned change is wreaking havoc on collective well-being - and Hong Kong has become the blundering poster child for poor communications on a collossal scale.
In the face of the SARs epidemic, the Hong Kong Government's attempts to quell hysteria by ignoring international pleas to communicate the gravity of the epidemic, and the measures being implemented to contain the spread of the virus; lives may have needlessly been lost.
At the very least, a calmer local populace would be a healthier one, and prevention of a global epidemic would be preferable to the current scenario - which may well dent Hong Kong's valuable reputation long after the virus has petered out.