Lexean, a new 300 page bi-monthly local male magazine is born this month. The creators boast of well known names such as Ken Jalleh Jr (ex Streats editor) and Dick Lee (well known music composer and performer). However, due to "differences", Ken Jalleh Jr moved on just one month after the magazine was launched. On its editorial team are heavy weights like Scott Birch, Lisa Marie Tan and Donna Tang. The publishing company is the newly formed Viscion Media Group.

The magazine targets intelligent, influential, and inspirational males from age 35-59 who earn more than $60,000 per annum. It is distributed to a paid subscriber base of 100,000. 500 newstand copies will be sold at S$15.80 and a few thousand more copies will be delivered free to a highly exclusive group of male professionals.

Within 5 months, the local male magazine scene is boosted with the launch of 3 new magazines including August and ARENA. Each has its own unique editorial flavour and target profile. Lexean is a potential success, with a locked down suscriber base and editorial strength. Previous male magazines have came and went (Brave, Men's Folio, Cream), these 3 new titles may just have the potential to last.

MediaCorp TV launches a new digital initiative - an online shopping portal "mymall.sg". The interactive model requires the audience to:

i. catch TV commercials on Channels 5, 8 and U
ii. watch out for special keywords within the 20 sec TVC
iii. log on to www.mymall.sg and enter the keywords as seen on TV

The correct keyword will lead to a special web page of exclusive deals, discounts and promotions. Different keywords will unlock different promotions.

This is another digital initiative by MediaCorp to achieve further accountability and enhance interactivity. This portal will allow advertisers to see a direct impact in its business results and adds another tool to measure campaign effectiveness. It is also in line with MediaCorp's new business model - "B.E.A.M."
(Branded Content, Event Management, Artistes and Multi-media) to maximise TV spend. This multi-media arm aims to spiral consumers from TV to online activity to allow further engagement and interaction.

Fuelled by digital interactive technologies, media owners are extending frontiers by creating a whole new 'context' where the capability of the phone can be interacted with. Some of the advertisers who have explored this technology are Motorola with Clear Channel and SingTel with Moove Media for music downloads respectively. McDonald’s campaign with JCDecaux featured e-coupon downloads.

This convergence of the traditional poster medium and digital technology has infused a greater degree of audience engagement in the outdoor landscape. This transforms a 'push' medium to be one that 'pulls' in the consumer. As technology advances, new interactive opportunities will abound for conventional outdoor medium.