Sing Tao ties up with Elle for new title

Hong Kong's Sing Tao Group has teamed up with Hachette Filipacchi

to produce a new, bilingual beauty and fashion title, iFashion with

Elle.

The title will be published bi-annually and distributed free with the

Sing Tao Daily and the Hong Kong iMail.

The launch issue will appear in March 2001.

Sing Tao Group executive director Nigel Oakins described the partnership

as "purely strategic", from which both sides would have equal

benefit.

"Elle gets a wider exposure, and we get a credible, magazine-quality

insert," he told MEDIA.

"This is something new for Hong Kong - combining the reach of two

newspapers with the relevance of a top quality fashion brand

magazine."

Added Ms Christine Brendle, president and CEO of Hachette Filipacchi

Asia-Pacific: "Regionwide, we have developed successful strategic

alliances with newspaper groups and we are pleased to be able to link up

with Sing Tao to promote the Elle brand to a wider audience in Hong

Kong."