Viscion Media Group, the publisher of the recent men’s title "Lexean", will launch 2 new titles, : "Project Smitten" and "Beauty Blackbook " next month. Both titles will have an initial print run of 50,000 and will retail for $5.

Despite stagnant growth in magazine readership*, Viscion is undeterred. Both titles seek to differentiate by providing a more focused read.

Project Smitten:
- positioned as a comprehensive shopping guide on all latest trends and must-haves
- covers fashion, beauty to home and decor

Beauty Black Book:
- focus on delivering the latest beauty and skincare information and trends
- Additional editorial focus on current aesthetical treatments and cosmeceutical solutions

In a very confident move, Viscion has also promised a money back guarantee for advertisers who are not pleased with their inaugural issues.

With the proliferation of information on shopping and beauty on the internet, the two new magazines are not just pitting itself for readership against the existing female titles. Besides, as both titles go after niche segments, they will not appeal to the women who want fashion, beauty, lifestyle topics all rolled into one magazine. In order for both titles to find their niche, they need to differentiate their content and possess enough depth to attract the true fashionistas and beauty queens.

*Source: AC Nielsen: Magazines readership (based on Female 20-44 years, read any monthlies in the past month) : Yr 2006 – 37.8%; Yr 2005 – 38.3%; Yr 2004 – 40.0%

Extra!
In a closed door session with ZenithOptimedia, General Manager, Holman Chin, revealed that the launch of Beauty Black Book will also unveil the opening of a retail concept store. The store will offer readers the opportunity to test products before purchasing the actual size via an exclusive loyalty card. Pitched as a 360 degrees marketing platform, Viscion seeks to work with advertisers on their product launches and focus group research.

Mobile marketing in Singapore was first kickstarted by technology providers like Oghma. This interaction with consumers via the mobile platform gave media vendors a new perspective.

Clear Channel (a key OOH media vendor) tied up with Oghma to provide bluetooth technology via the mobile platform for all their bus shelters advertisers. SPH AsiaOne as well as StarHub have also jumped on the bandwagon. SPH AsiaOne will be launching this 3rd quarter location based mobile marketing amongst SingTel and M1 mobile subscribers. Mobile coupons otherwise known as ‘Coufons’ will be launched by Starhub for subscribers who have opted in for this service from advertisers.

This proprietary turnkey of providing mobile marketing technology by media owners was birthed by the necessity to create a new interactive dimension. Mobile marketing will further empower clients to more effectively trigger consumers at the right place and the right time.

Due to better quality movies shown on Ch 5 & U (such as Spiderman 2, Pirates of the Carribean, New Police Story, Initial D), cost efficiency has improved by 14%* & 6%* respectively. Ch 8 on the other hand saw cost efficiency worsen by 6%*. Ch 8's cost efficiency was affected by the increase in the programming cost of locally produced dramas and variety programmes and also overall poorer ratings.

*Q1 vs Q2

Projections for July 07

1) With the highly popular "Campus Superstar" and stellar 7pm drama "Be Strong Geum Soon" ending soon, cost efficiency for Ch U is projected to decline.

2) With well liked variety programmes such as "Snack Attacked", "I Love Sunday" and "World of Laughs", Ch 8 is likely to perform well in July. Especially since these programmes are all in their first season.