Venture Asia relaunches three titles

Venture Asia Publications has relaunched three of its key titles in a bid to freshen their look and take account of changing reader habits. Tourism Asia, aimed at top end consumers in Singapore and Malaysia, has been turned into a glossy publication. Five-year-old trade weekly TravelAsia, which acquired a new look in late September, has undergone another dramatic change, featuring a hard-hitting news format and fresh columns. At the same time, the media rates for the two titles have been slashed by 30 per cent. Venture chief executive officer Vijay Verghese said that he was attempting to bring rates to a sensible level. "Rates have to be at a level where the market can support them. Otherwise, it's sheer gobbledegook," he said. "We have worked backwards from street prices in Asia (for advertising, subscriptions and newsstands) and come up with a cost structure that offers value products at easy-on-the-pocket prices. It makes a lot more sense." In contrast, however, Holiday Asia's rates will go up by an average six per cent, due mainly, according to Mr Verghese, to the fact that circulation has increased by 20 per cent, with a readership of more than 133,000 as determined by PAX 2000. The editorial focus of the Tourism Asia and TravelAsia has also been sharpened to make them more practical to readers. "Because of the Internet and cable television, people's reading habits have changed from seekers of general information to seekers of specific information, because general information is easily available. "Our new policy tries to address this issue by making the editorial more practical and application driven. In the broadest term, we want to help our readers make money and save money," Mr Verghese told MEDIA. Meanwhile, the third title to be relauched is Silkwinds, the inflight magazine of SilkAir, which now features a new design and masthead that communicates a sense of "maturity, elegance and fun".

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