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“Compromise with advertisers” is a big difficulty faced by Hong Kong Media

出自香港新聞網 - 樹仁新傳系學生實習習作

跳轉到: 導航, 搜尋

BY Chow Chui Yi, Tweety

6/2/2013


The editorial director of Timesquare (Hong Kong) said yesterday during a university speech that a big difficulty facing Hong Kong media today is the need to compromise with advertisers.


Jack Forest acknowledged that advertising is one of the factors that affect the cover story.

“It is impossible to ignore the advertising revenue,” said Forest. He added that advertisers were the major sources of income; magazines must to cooperate with them. Forest said editors should strike a balance between advertisement and the quality of content.

“Instead of hard sell, editors should judge which product is good enough to introduce to their readers,” he said.


With the rapid advancement of technology, people can get information through the Internet. Some people said that Hong Kong magazines need to merge with China or Taiwan edition to keep survives. But Forest believes a merger may cause them to lose local readers.


Forest explained that the tastes and reading habits of local readers are very different from mainlanders and Taiwanese. He used page layout as an example.

“On average, China and Taiwan edition have thousands of words per page. But most Hong Kong readers don’t like reading too many words, they prefer photos,” said Forest. “If local magazine merge with China or Taiwan edition, it may lose some local readers.”


Timesquare (Hong Kong) is a watch magazine established in 2003. Although Timesquare also has China and Taiwan edition, Forest said Timesquare (Hong Kong) will keep focus on local market and will not merge with other editions.
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