Prime Media to launch Macau-Zhuhai compact guide

Macau - Prime Media will launch its inaugural issue of the Macau-Zhuhai compact guide next month, which it says would provide advertisers with "a media that delivers results".

Yves N'gakoutou, director for Prime Media said there is usually nothing concrete for advertisers to measure the effectiveness of a publication but with the compact guide, which is distributed at the borders of Macau and Zhuhai coupled with the structure of content in the monthly magazine, it is definitely going to have a direct impact for advertisers.

The B5-sized compact guide is written in simplified Chinese aimed at Mainland Chinese visitors. The monthly guide is presented in a modern and contemporary design featuring a recommended itinerary and has a circulation of 120,000 copies distributed at the Macau-Zhuhai border gates.   

N'gakoutou said luxury clients from the watches, accessories and jewellery sector have already signed up. Resorts and liquor companies have signed up as well. The first issue will have 40% ads and 60% content, but that would eventually even out.

A full page ad costs HK$28,000 and since news has been out, N'gakoutou said response has been fantastic and phonecalls are streaming in more than expected from great brands, top resorts, agencies and high-end F&B places.

Mainland Chinese make up the largest group with 14.8 million visitors in 2007 (over 56% of them) amongst the 27 million vistors in Macau. They are the fastest-growing group with over 24% growth from 2006 to 2007 and the biggest spenders with over MOP 3,400 per person per trip.