Sep 14, 2001

Women's battle shifts to younger segment

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.



Women's battle shifts to younger segment

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.



Source:
Campaign Asia
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