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We are different animals: monthly magazine publisher

出自香港新聞網 - 樹仁新傳系學生實習習作

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(Since you referred to the monthly and the weekly people as two different kinds of animals, you should give us a balance account of how different they were. But you apparently had paid too much attention to the unique nature of monthly magazine while ignoring the weekly business. For example, you told us monthly magazine had an affluent readership and emphasized on controlled circulation that targeted the readers that advertisers were looking for. But what about weekly? How could the weekly survive if they lacked all the above? What kind of animal was weekly people then? You just mentioned scantily that the weekly was more for "width" and monthly for "depth". You tried to give one example about the opening of a store but you seemed to have forgotten all about it.)


We are different animals: monthly magazine publisher

Reporter: Julia Chan

Mable Leung, Managing Director of the MRRM Publishing LTD which published the monthly magazine – Mr., has divided the now circulating magazines as two different categories – weekly/daily magazine and monthly magazine, naming the practitioners of each as different animals with differences illustrated.

“Quality of readership is what we cared most, not quantity”, quoted Leung. The managing director stressed the point that a monthly magazine is to provide the advertisers with the right group of consumers they would want to get in touch with. “Affluent and high spending power are the adjectives of our readership”, Leung stated.

Monthly magazine is about views but not news as weekly magazine, said Leung. Leung commented on weekly magazine providing only news, merely telling what have happened then it would be the end of the story. However, monthly magazine is to provide something more which is views of the related parties, telling stories behind each pieces of news. Take an opening of a store, a weekly magazine would tell you there is a shop opening and that will be it. Contrastingly,

Leung further went on by saying a monthly editor should be able to twist a timely item into a timeless one as due to the time limitation of a monthly magazine, it would not be feasible for a monthly magazine to compete with weekly magazine for timeliness.

By mentioning about the twist, Leung elaborated her perceived differences by stating while a weekly magazine maintain its reports by width, monthly magazine focuses on depth. Leung recalled in her magazine, a story is to be going across eight to twelve pages, this is so different with the weekly which touched upon a wide range of subjects superficially.

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