Sing Pao explores affluence with luxury title

NEWSPAPERS   MAGAZINES   MINDSHARE 

Hong Kong - To expand its readership profile, Sing Pao Newspaper has launched SP Luxos, a monthly luxury magazine targeting affluent readers between 30 to 50 years old in senior management.

Tanya Wu, associate publisher for SP Luxos said SP stands for special profile and it's a high-end luxury lifestyle magazine focusing on charity, art, culture and music in Hong Kong, Macau and Mainland China.

The magazine targets jewellery and watch advertisers with some of the advertisers that are already on board include Van Cleef and Arpels, Chaumet, Dior, Estee Lauder and Harry Winston.

SP Luxos' claimed circulation is 30,000 distributed in luxury residential properties, hotel and club houses in Hong Kong, Mainland China and Macau.

Lewis Wong, managing editor for SP Luxos said they will also launch an online magazine and website between September and October this year. This will include a magazine in simplified Chinese for the Mainland China market in the same period.

Wong said there are a number of luxury magazines in the market but they are usually in English or bilingual languages. He added that SP Luxos, which is in traditional Chinese is a magazine most suited for the Chinese community.  

Marc Fong, partner in Client Leadership division for Mindshare Hong Kong, said there have been a few new titles in the luxury sector in recent years. To succeed in this competitive market, Fong said it has to offer something unique, different and of high quality.

If a new title has a unique positioning and contents, it will still catch consumers attention but the competition could also come from other vertical titles that target the affluent audience either in fashion, luxury cars or wines.

Fong said luxury advertisers are becoming more cautious under the current economic situation and this has affected the survival of luxury titles in the market already. 

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