Real Me magazine has launched in 22 cities across China, targeting
upwardly mobile women.
The monthly has an initial print run of 300,000 and its roll-out was
accompanied by a massive RMB7 million (about US$0.9 million)
nationwide advertising blitz.
Real Me is part of Sun Art Communications, a broadcast production
network with publisher Redwood Asia-Pacific playing a publishing
consultants role.
Redwood MD Jim Marett said TVCs were rare among magazine launches in
China, however, commercials were used to not only build brand awareness
but also brand loyalty.
"Research in Australia suggests that the average person reads an average
seven or eight issues of a magazine a year. This is not the case in
China because there is no brand loyalty. This, therefore, means that
relying on impulse buying is hazardous," he said.
Real Me has a regular advertising presence on 200 stations across China
and the commercials promote both the magazine's overall image, brand
identity and point of differentiation and the specific content of each
issue.
Mr Marett said that Real Me is special in that "there isn't a
publication that currently caters to this new and growing group of
affluent people the way we do which is by adopting an editorial attitude
that is pragmatic and direct."
Real Me keeps readers abreast of the latest trends in health and beauty,
while addressing the needs and aspirations of Chinese women.
Priced at RMB12 a copy, Real Me is nearly at the bottom end of the price
range of all women's magazines circulated in China.
"We're treating the magazine to a certain degree like a FMCG. That is
having a quality product, priced low and promoted heavily. We don't want
any barriers to the purchase of the publication," Mr Marett told MEDIA.
