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Specialization is the way for magazines to secure revenue

出自香港新聞網 - 樹仁新傳系學生實習習作

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February 5, 2013

Cherry Wai Cheuk Ying

Even though the market of specialized magazine is small, its sale was steady compared to that of newspaper, the editorial director of Timesquare (Hong Kong) Co Ltd said.

“The revenue of newspapers decreased drastically due to the rise of online and free newspapers; on the other hand, specialized magazines keep a relatively constant sale volume as they have fewer substitutes,” Jack Forest, the editorial director of Timesquare (Hong Kong) Co Ltd, said in Shue Yan University today.

He added that even the sale of Esquire, a magazine that he worked for a long time before, also dropped much in the recent years. ”However, magazines which specialized have built up a connection with their target audience. The readers would believe in the most updated information and the professional comments from writers,” said Forest.

The expanding market of mainland China is very tempting to different industries. Would the mainland and Taiwan edition replace Hong Kong version? Forest said “Magazines can still survive in Hong Kong. People here love graphics rather than a pile of text since they would not spend so much time to read.”

Many magazines adopt all or nothing strategy— consumers should buy the magazine with gifts in a higher price. Forest said, “The presents could help promote the image of magazine and boost sale volume but are useless in increasing revenue.”

--105174 2013年2月6日 (三) 18:24 (UTC)
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