HONG KONG: The battle among women's magazines for female readers
has shifted to a younger segment, following the launch of two monthly
glossy titles targeted at the 15 to 24-age group.
The first entrant into this segment is SCMP Hearst Publication, which
rolled out Cosmo Girl, covering lifestyle, entertainment and
relationship issues along with fashion and beauty tips.
Cosmo Girl is eyeing an educational role, especially in the area of
relationships.
Marketing manager Lisa Chan said the publication was not only positioned
as "a cool, new magazine for girls" but would also "play the role of
friend, sister and mentor to readers as they grow up".
The segment has also attracted South China Media, which will launch
Jessica Girl, an offshoot of its Jessica magazine, next month. It will
boast similar content in addition to travel features, tips to enhance
self-esteem and celebrity interviews.
The two companies and media agency directors said the 15-to-24 segment
had become a viable business proposition because there were no title
serving this group, which is "generally more aspirational and affluent".
In addition, they estimated the population of this segment at just over
the 400,000 mark.
However, media agencies expect the two magazines will be fighting
head-to-head for revenue and readership from the outset.
Jessica Girl said it will spend HK$2.5 million (about US$320,000) on TV, print and outdoor to promote itself to hit an initial
circulation target of 60,000. Its ratecard for a full-page, colour ad is
between HK$20,000 and $30,000 per insertion. Cosmo Girl is
banking on its first mover advantage to hit an initial circulation of
40,000 copies. Its ad rates cost more than its rival.
However, Zenith Hong Kong media buying director Henny To said he felt
that Cosmo Girl's ratecard was expensive. "Monthly magazines must run
updated and relevant material and build a significant size circulation
base. There is no other way because advertisers these days are more
cautious when it comes to spending," To said.