Asia City Publishing Ltd
This case is about a magazine publication issues. This company is founded by three journalism graduates who initially intended to publish a city magazine in Hong Kong. The three partner of this company are Greg Duncan, Steve Freeman and Gretchen Worth. This magazine will have a concept of entertaining, off-the-wall and controversial issues which may attracts selected groups of people in Hong Kong. In their finding they believed that Hong Kong people would want this type of magazine as there are growing numbers of young professionals which are influenced by the western trends and lifestyle in Hong Kong. Moreover at that time there is no magazine that caters such needs for that particular target market. Therefore they have left their jobs and started a company known as Asia City Publishing Ltd.
Based on their observation, they have selected the target market as for well educated, middle to upper income, working in the 25 to 40 age group. This magazine concept appealed both the expatriate and the English-speaking Chinese communities. The content includes comprehensive coverage of the local arts and entertainment, artists’ profiles and exhibitions, restaurant reviews, comments on topic of local interest, consumer product and service tips. This magazine would be written in informal language with youngster style of language.
They have test the idea on their expatriate and Chinese friends and the response was quite positive. They have adjusted some of the contents based on the feedback given to them. For a better survey, they have hired professional moderators to conduct interviews to independent public to get a greater objectivity opinion. The overall response was clearly positive. In September 1989 they have mailed “Special Charter Offers” to a mailing list of 10,000 names. The original subscription offer was a free premiere issue plus 12 monthly issues for HK$188. They got reply from 7% of the mailing list names which encouraged them to proceed with publishing the
Based on their observation, they have selected the target market as for well educated, middle to upper income, working in the 25 to 40 age group. This magazine concept appealed both the expatriate and the English-speaking Chinese communities. The content includes comprehensive coverage of the local arts and entertainment, artists’ profiles and exhibitions, restaurant reviews, comments on topic of local interest, consumer product and service tips. This magazine would be written in informal language with youngster style of language.
They have test the idea on their expatriate and Chinese friends and the response was quite positive. They have adjusted some of the contents based on the feedback given to them. For a better survey, they have hired professional moderators to conduct interviews to independent public to get a greater objectivity opinion. The overall response was clearly positive. In September 1989 they have mailed “Special Charter Offers” to a mailing list of 10,000 names. The original subscription offer was a free premiere issue plus 12 monthly issues for HK$188. They got reply from 7% of the mailing list names which encouraged them to proceed with publishing the