I-S Magazine lowers print frequency

Events and lifestyle publication I-S Magazine will lower the frequency of its print publication from weekly to fortnightly and invest in its digital offerings, with the changes to kick in from January next year.The magazine will be published on the first and third Friday of each month. The change is to allow I-S Magazine to offer more in-depth stories to its readers and adapt to its audience's changing needs, according to digital director of the Asia City Media Group (which publishes I-S Magazine), Greg Duncan.The magazine will at the same time offer mobile apps, a tablet version, event-based RSS feeds and e-newsletters.The magazine was a fortnightly title for the first 10 years of its existence in the market but its frequency was increased to a weekly publishing schedule several years ago given the rapid growth in the Singapore entertainment scene"At the time, digital media had not taken hold, so a more frequent print product was the only way we could deliver the latest lifestyle news. Now, obviously, there are many strong digital channels that offer terrific immediacy. So we are letting each medium do what it does best," Duncan said.He added that the magazine's core audience and core advertising categories would not change."However, with the addition of more in-depth stories and more focus on quality-of-life issues, we can approach new advertisers and some new categories - particularly those whose brands and marketing efforts have an aspect of social responsibility," he said.The roll-out of the new digital products will be led by a redesign of the website.I-S Magazine is distributed free in over 200 locations around Singapore restaurants, bars, arts venues and retail outlets, promising to be a guide to Singapore.