Singapore, 15 June 2006 - For the first time ever, a homegrown women´s lifestyle magazine saw its subscription base grow by a record of more than 20,000 with a mega subscription drive, making Simply Herone of the most read women´s magazine in Singapore.
From March to end-April 2006, readers subscribed to Simply Herat just $30 (U.P. $42) for 12 issues and received a Stylux 2-in-1 deep fryer-cum-fondue set worth $60 absolutely free.
Readers were able to subscribe through subscription forms found in The Straits Times and Lianhe Zaobao press ads, direct mailers, the April and May 2006 issues of Simply Her, online at www.simplyher.com.sg and at Guardian stores.
Campaign publicity took an integrated approach, with above-the-line communications through press advertising in The Straits Times and Lianhe Zaobao. At the retail level, point-of-sale collaterals at Guardian stores (hanging mobiles, counter displays and banners) were further supported by in-store roadshows that paid off with an exceptional response.
The Simply Hercampaign has created a buzz amongst readers and advertisers.
"Growing a magazine through such a subscription blitz is a first for a women´s title in Singapore. On top of generating awareness amongst new readers and securing loyal ones, this campaign has created impact and higher business value for advertisers,” said Jo Yong, Brand General Manager, Estee Lauder.
Garnering 21,000 subscribers in total, this breakthrough integrated marketing campaign fulfills the objective of converting casual single-copy readers to subscribers, while maintaining healthy newsstand sales through a heightened brand awareness, evident in the post-campaign circulation sales of the June issue of the magazine.
Launched just over a year ago, Simply Heris a magazine with highly-readable articles that are popular amongst busy, working women aged 25 to 40 for its practical solutions and tips for family, home and life.
On this record subscription breakthrough, Mr Loh Yew Seng, CEO, SPH Magazines, said, “The time was right to take Simply Herto the next level. Simply Herhas built up a strong following of loyal readers among modern working women, and the magazine meets the need for user-friendly, solution-focused content that the busy woman seeks.”
Simply Herhas engaged an external auditor to audit the campaign results. This will help enhance the existing merits of the title and also highlight the magazine´s emphasis on filling a niche in the mass women´s magazine market segment.
About Simply Her
Simply Her is a user-friendly lifestyle guide with practical solutions for busy, working women. This magazine is a must-read for the discerning consumer with quick tips and ideas for personal development, shopping, family, home, food, money, travel, health and style.
Key sections of the magazine are: ‘Solutions´, ‘Smart Shopper´, ‘Me Management´, ‘Style & Beauty´, and ‘Better Home´.
Issued by Singapore Press Holdings Limited
Co. Regn. No: 198402868E
For more information, please contact:
Ms. Cherie Ng
Head, Branding & Promotions
SPH Magazines Pte Ltd
Ms. Nicole Lim
Assistant Manager, Branding & Promotions
SPH Magazines Pte Ltd
About Singapore Press Holdings Limited
Main board listed Singapore Press Holdings Limited is the leading media company in Singapore, in the print, Internet and broadcasting platforms. It publishes 14 newspapers in the four official languages and more than 80 magazine titles. Everyday, 2.8 million individuals, or 88 per cent of the people above 15 years old, read one of the SPH publications. Its Internet Business Unit manages the online editions of SPH’s major newspapers, which enjoy over 100 million pageviews from 6 million unique visitors every month.
SPH also owns a 20% stake in MediaCorp TV Holdings Pte Ltd, which operates free-to-air channels 5, 8, U and TV Mobile, and a 40% stake in MediaCorp Press Pte Ltd, which publishes free sheet Today. SPH has a 70% stake in UnionWorks, which operates two entertainment radio channels, UFM 100.3 FM in Chinese and WKRZ 91.3 FM in English. In addition, SPH holds an 80% stake in SPH MediaBoxOffice Pte Ltd, Singapore´s largest LED network media company, and a 35% stake in TOM Outdoor Media Group, a leading outdoor advertising company in China.
About SPH Magazines Pte Ltd
SPH Magazines Pte Ltd (formerly known as Times Periodicals Pte Ltd), a wholly owned subsidiary of Singapore Press Holdings Ltd, is
the leading magazine publisher in Singapore with all its titles maintaining No.1 readership in their respective sectors, according to
the Nielsen Media Index 2005.
|Her World||Singapore´s No.1 women´s magazine with readership of 199,000|
|Home & Decor||Style leader in home interiors with readership of 45,000|
|Young Parents||The best-read parenting magazine for those with children of 0 to 9 years old. Readership is 35,000. Off shoot publication Young Parents Baby is for parents with children under two, and bi-annual Young Parents Preschool Guide is the authoritative guide to the best childcare, kindergartens and enrichment courses in Singapore|
|Her World Brides||The definitive wedding guide published quarterly with a readership of 25,000|
|Shape Singapore||Singapore´s only active lifestyle guide for women; readership of 64,000.|
|Maxim Singapore||The world´s best-selling men´s lifestyle magazine for discerning male aged between 20-45 with large disposable income.|
|Simply Her||A lifestyle consumer guide that provides smart solutions, shopping guides and me-management tips for busy working women|
|ICON||Singapore´s first and only Chinese luxury lifestyle magazine for women|
|Citta Bella||Singapore´s No.1 Chinese women´s lifestyle magazine on fashion, beauty and living.|
|FIRST||Singapore´s premier movie magazine|
SPH Magazines also specialises in custom publishing and produces two of the highest circulating publications in Singapore.
|BiZQ||Published bi-monthly for Singapore Business Federation|
|Silver Kris||73,000 cps monthly (English edition) and 45,000 cps bi-monthly (Japanese edition) for Singapore International Airlines|
|NSMan||160,000 cps, bi-monthly for Safra National Service Association|
|Home Team NS||150,000 cps, bi-monthly for Singapore Police and Civil Defence NSmen|