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Monthly Magazine: Quality of Readers Matters

出自香港新聞網 - 樹仁新傳系學生實習習作

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(Your lead had grasped the gist of the speech and the story had dutifully carried the message through. I congratulated you on your sharp discerning ability. Some words usage needed a little refinement though. For example, you said "advertisers do not look at magazine circulation to decide...." while in fact advertisers do look at the circulation but to a lesser degree for those who considered buying ad space in monthly magazines.)



By SIU, Hnag Nam, 2012-12-18-Advertisers do not look at the magazine circulation to decide their advertising budget, said Mabel Leung, the managing director of MRRM Publishing Limited. She also said that magazines if international titles may not have an obvious superiority on getting advertisers clients over local titles nowadays.


“The quality of readers is more important than the quantity.” Said Leung. She said she run the monthly magazines as a business, every bit of content and design is of the purpose of showing their ability to capture the advertisers’ target customers. Main category of popular monthly magazines in Hong Kong market are: fashion, watches, gadgets, and cars. Therefore their target customers have to be affluent, who are having a high spending power. Some tactics they use includes proper arrangement of advertisements and building brand image by picking cover idol carefully.


She also mentioned that international titled magazine are not necessarily having superiority over local titles over getting advertisers clients, because most international titles are now having local contents. This allows local titles to have more or less same competitiveness as international titles.
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