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Mabel Lueng: The Monthly Magazine Seeks for Quality not Quantity

出自香港新聞網 - 樹仁新傳系學生實習習作

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Dec 18th—The mass media environment is tense nowadays, as different kinds of mass media need to compete for audiences in order to subsist.

Mabel Lueng, the managing director of MRRM publishing LTD, said at a local university’s lecture yesterday that the monthly magazine still has potential and there are many differences between the monthly magazines and other mass media.

“Compared with the weekly magazines, the monthly is a totally different kind of measurements,” said Ms. Leung, “the purpose of the monthly magazines is to seek for the quality of readers but not the quantity.”

According to Mabel Leung, she said that the production costs of the monthly magazines are higher than the other similar type magazines. Therefore, the majority of the monthly’s operating expenses are from the advertising avenue.

“We need to target our magazines’ audiences in the process of preparing for it,” Ms. Leung said, she added that “the target audiences and target customers from our advertising clients are the same, which means that we can have the enough operating expenses to manage our magazines.”

Leung said that it is really competitive in the current market.

“It’s like that all mass media are fight for one meat pie,” said Ms. Leung.

Compared with television and newspaper these traditional news media, Leung said that the market share of the magazine maintains 13% to 14% these years.

“Although the market share seems no change these years,” said Ms. Leung, “magazines still face many challenges in the operation process. Many readers abandon the conventional printed media and choose the online version.”

Though there are many difficulties and challenges ahead for the magazines industry, Ms. Leung still has faith in its future development.

“Printed industry will not be replaced, neither will the magazines,” Ms. Leung said in the end.

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