Women's battle shifts to younger segment

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