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SPH Magazines moves to capture the modern male reader

Singapore, 23 October 2008 - SPH Magazines Pte Ltd (SPH Magazines) has consolidated its strategy to position itself as the leader in the male magazine reader market segment.

The publisher, a wholly owned subsidiary of media giant Singapore Press Holdings Limited (SPH), has announced that it will no longer publish lad mag Maxim in Singapore after its December issue. Photography magazine PHOTOVIDEOi (PVi) will also be incorporated into leading consumer technology magazine HWM Singapore from December.

Already the leader in English women’s fashion and beauty magazines with titles like Her World, Female, Shape and Simply Her, this move marks SPH Magazines’ determination to focus its resources on popular men’s magazines like Men’s Health, which was ranked as one of the leading men’s magazines in Singapore by the Nielsen Media Index 2008. It garners a readership of 70,000, a top spot previously owned by lad mags.

With the local market reflecting the global decline of readership numbers in the traditional lad mags category, SPH Magazines’ latest moves show it is responding quickly to changing market trends in an increasingly competitive market.

Chief Executive Officer of SPH Magazines, Mr Loh Yew Seng, says: "The Nielsen Media Index figures are a clear indication that the audience for traditional lad mags has dwindled over time, and male readers are now opting for editorial content that is found in more quality content-led magazines."

Mr Allen Loh, SPH Magazines’ Managing Director, adds: "To reach out to the modern male reader, and connect our advertisers to this group of very discerning audience, SPH Magazines will now focus our efforts and resources on titles like Men’s Health, as well as interest-specific men’s magazines within our stable, such as Torque, Golf Digest Singapore and HWM Singapore."

HWM Singapore will be enhanced with content from PVi from its December 2008 issue. Based on independent research findings, SPH Magazines notes that there is a steady rise in readers interested in both casual and professional photography, as well as an increasing demand for post-purchase tutorial-based content. This move will make HWM Singapore the ultimate go-to guide for all things photography-related, over and above its current standing as the leading consumer technology magazine for computers, consumer electronics and communications.

Automative magazine Torque, another SPH Magazines title which saw its readership increase from 33,000 to 39,000, was revamped last month with an increase in the number of pages and quality content to provide better value for readers.

All staff members of Maxim and PVi will be retained and redeployed within SPH Magazines as part of its consolidation strategy.

SPH Magazines is also the publisher of other leading titles like Young Parents and Home and Decor. Under its subsidiary, Hardware Zone Pte Ltd, SPH Magazines also publishes gaming title, GameAxis Unwired, as well as, Singapore’s No. 1 tech portal.

Issued by SPH Magazines Pte Ltd
Co. Regn. No: 1969-00476-M

Adrian Cheong
Assistant Manager
Corporate Communications
SPH Magazines Pte Ltd
DID: 6319 2261
Mobile: 9798 6097

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 categories.

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 magazine 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. has consistently been getting rave reviews through the Hitwise awards and from 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 the 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.