HKEJ targets luxury brands with new lifestyle journal

Hong Kong - The Hong Kong Economic Journal has launched its inaugural issue of Lifestyle Journal today, aimed at broadening its access to luxury advertisers.

The Chinese language monthly magazine is distributed free with HKEJ and has an initial print run of 60,000 copies.

Pandora Ip, head of business development for Hong Kong Economic Journal, said HKEJ has been a financed focused newspaper.

 "We now see it as a natural extension to provide lifestyle related content to our readers," Ip said.

She added not many publications reach the newspaper's group of readers that are elegant, low profile, intellectual with high spending power.

Luxury brands such as Gucci, Chloe and Graff diamonds advertised in the first issue and Ip said some advertisers have signed up for the year but declined to reveal the specific brands.

Former editor of City Magazine, Peter Wong will head up editorial for Lifestyle Journal.

Pauline Chu, general manager for Carat Hong Kong, observed a market trend that luxury brand marketers are increasingly spending more money advertising to gain exposure and reinforce their brand image to Hong Kong consumers.

She added the new lifestyle magazine gives a contemporary image that will mainly capture market share from luxury fashion brand advertisers targeting sophisticated investors.