WSJA rethinks Asia Fashion Journal
<P>The Wall Street Journal Asia has rejected claims it is revamping its recently-launched Fashion Journal because of <BR>criticism over its production and design quality.<BR><BR>Rolled out in June, the first supplement was modelled after the European and US editions, reflecting the WSJ's global trend towards featuring more lifestyle content on weekends. It featured high-end content such as fine wines, food, travel and collecting, but it was criticised by some sectors over its production quality. <BR><BR>"I wouldn't use the word 'poor', but it could be improved a lot," said a source. "We were told it is being revamped, to sit more in the lifestyle environment in terms of the content and layout in this region, which should help it attract a broader base of advertisers."<BR><BR>But WSJA chiefs said the first instalment was merely a test of their production capabilities in putting together a glossy supplement ahead of the official launch in September, which is expected to be a monthly glossy in the weekend edition. "We decided to test our capabilities (in June) to produce a glossy supplement in the weekend section of our paper, so we put that together immensely quickly," said Christine Brendle, managing director, Wall Street Journal Asia.<BR><BR>"The printing quality was absolutely there and the content was very Asian-focused," she added.<BR>But she admitted there were problems with the test run in June, mainly from an operational and distribution standpoint, which will be rectified by September.</P>
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07/26/2006
The Wall Street Journal Asia has rejected claims it is revamping its recently-launched Fashion Journal because of
criticism over its production and design quality.
Rolled out in June, the first supplement was modelled after the European and US editions, reflecting the WSJ's global trend towards featuring more lifestyle content on weekends. It featured high-end content such as fine wines, food, travel and collecting, but it was criticised by some sectors over its production quality.
"I wouldn't use the word 'poor', but it could be improved a lot," said a source. "We were told it is being revamped, to sit more in the lifestyle environment in terms of the content and layout in this region, which should help it attract a broader base of advertisers."
But WSJA chiefs said the first instalment was merely a test of their production capabilities in putting together a glossy supplement ahead of the official launch in September, which is expected to be a monthly glossy in the weekend edition. "We decided to test our capabilities (in June) to produce a glossy supplement in the weekend section of our paper, so we put that together immensely quickly," said Christine Brendle, managing director, Wall Street Journal Asia.
"The printing quality was absolutely there and the content was very Asian-focused," she added.
But she admitted there were problems with the test run in June, mainly from an operational and distribution standpoint, which will be rectified by September.
