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Survey found Singapore’s HWM readers want more analytical content

Singapore, 17 June 2008 - For the very first time, Hardware Zone Pte Ltd (“Hardware Zone”), a wholly owned subsidiary of SPH Magazines Pte Ltd (“SPH Magazines”), appointed an independent research company, Business Decision Maker Intelligence (“BDMI”), to conduct a readership survey to better understand the profile of technology readers as well as identify trends that might provide new insights to the team.

The HWM Singapore Readership Survey 2008, conducted from 15 January 2008 to 15 April 2008, saw participation from over 1,000 respondents via email.

From the survey, it is evident that HWM has a significant influence on its readers´ purchasing decision with over 80% of the respondents reflected that they would read the HWM review before making purchasing decision. With over 80% of the respondents reading the ‘Gear´ and ‘Reviews´ section of the magazine thoroughly, it is apparent that the predictions, analysis and findings given by HWM´s editorial crew has strong impact on its readers.

"It is very clear, based on the independent research by BDMi, that HWM readers prize our analytical content highly, be it in the form of reviews, shootouts, predictions and features. With the findings from the survey, the HWM teams will be able to take these results and incorporate some of them for the purpose of charting editorial direction that would further benefit our readers. With our current regional reach in five countries and continuous push to strengthen our renowned depth and breadth of technology coverage in print form, I am positive existing and future readers of HWM Singapore will have much to gain once we implement these findings into our content strategy," said Terence Ang, Managing Editor for HWM Singapore.

One initiative born out of this survey is ‘PlayTest´. It is a meet-and-greet session organized by the Hardware Zone editorial teams to talk trends and answer pre-purchase questions readers might have prior to a trade show/tech bazaar happening around the corner. This session enables the team to extract ways of understanding their customers through interaction in order to further enhance and improve HWM´s exclusive yet extensive content coverage for its sophisticated readers.

The survey also revealed HWM´s readers to be mainly male (92%). 61% of these respondents are married and 73% of are executives and above in Banking and Finance, Healthcare and Education sectors. Many of them are earning more than $4000 a month. More findings on the respondents´ demographic profile, brands and products preference, as well as purchasing patterns are available at Annex A.


Co. Regn No.: 196900476M

For more information, please contact:

Pearly Mak
Assistant Manager
Corporate Communications
SPH Magazines Pte Ltd
DID 65-6319-2336
Mobile : 9765-6704
Email :


Mr. Terence Ang
Managing Editor & Product Manager
HWM Singapore, PHOTOVIDEOi and GameAxis Unwired
Hardware Zone Pte Ltd

About SPH Magazines Pte Ltd

A leading publisher in Singapore and the region, SPH Magazines Pte Ltd is a wholly-owned subsidiary of media giant Singapore Press Holdings Limited.

With a proven track record for sterling editorial content & award-winning designs, SPH Magazines raises the bar as a dynamic magazine publisher. In its stable are over 100 titles in English and Chinese, covering lifestyle, fashion, beauty, society, bridal, health, men´s lifestyle, movies, automobile, parenting, decor, new media and business. All the newsstand publications, including flagship title Her World, and other well-known titles such as Female, Home and Decor, Nuyou, Torque, HWM and GameAxis are among the highest-circulating titles and best-read in their respective lifestyle category.

This magazines group can also boast about its 10 luxury titles including its flagships The Peak and ICON. At the turn of 2008, SPH Magazines acquired Asia-Pacific Boating, China Boating, Jet Asia-Pacific, Luxury Properties, AsiaSpa, Polo China and Action Asia under its wholly-owned Hong Kong incorporated company Blu Inc Media (HK) Limited. This suite of titles has effectively made SPH Magazines the leading luxury magazines publisher in the Asia-Pacific region.

SPH Magazines’ established editorial units also provide excellent custom publishing services to major corporate clients by producing custom lifestyle magazines, newsletters and any other collateral to meet their business needs.

In the online and IT arena, SPH Magazines also has a highly regarded presence through the portals and publications of its wholly-owned subsidiary, Hardware Zone Pte Ltd. is consistently been getting rave reviews through the Hitwise awards and several review watchdogs over the last 2 years such that it has become the most respected portal in Asia.

With a vision to continue growth regionally, SPH Magazines is set to become Asia´s publishing powerhouse. It has publishing houses in China, Hong Kong, Thailand, Malaysia, Indonesia and Philippines. SPH Magazines in its fold have achieved strong market presence in their respective sectors, as well as distinguished track records and solid reputations.

At SPH Magazines, the promise is to deliver its best to meet the diverse needs and interests of all its stakeholders and achieve its vision to be a world class Publisher of Choice.

About Hardware Zone Pte Ltd

As the leading IT media company in Asia, Hardware Zone Pte Ltd is a provider of marketing channels and services to the information communications, technology and interactive entertainment industry. Hardware Zone Pte Ltd publishes prolific IT magazine titles across Asia, namely HWM, GameAxis® Unwired and PHOTOVIDEOi™, operating in Singapore, Malaysia, Thailand, Philippines, Indonesia and Australia along with popular online portal® which has to date, a monthly viewership of more than 35 million page impressions. Capitalising on its editorial strength and creative marketing strategies, Hardware Zone Pte Ltd offers to marketers integrated media solutions and effective reach to IT consumers via our magazines, Internet products, research, direct marketing services, education and training, as well as events management.