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Friday, December 24, 2004

A new magazine for the elite 

According to The Straits Times, Singapore Press Holdings is planning to launch a new snob magazine.

Publisher SPH Magazines has plans to launch a new title dedicated to the luxe life. Icon Singapore, billed as the first Chinese luxury magazine, will make its debut in March, targeting “the bilingual, elite class who appreciate the good life”.

Ms Elsie Yah, its chief editor, said: “Based on interviews with retail managers of luxury brands, we found out that more than half of their customers are Mandarin-speaking, so we know there’s a market for these people.”

Her confidence is buoyed by reactions to a prototype which was distributed to a 2,000-strong test audience two weeks ago. “When we told them we were thinking of selling the magazine for $6, they told us it was too low and that we should charge $8 for it,” she said...
That’s right. Keep out the cheapos.

But somebody should tell them that if they raise the price, they may be subverting government policy (see previous post).

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