Inc. Southeast Asia has launched its first print edition, following its digital launch in 2016. A licensee of the US-based Inc. magazine, Inc. Southeast Asia is published by Sycamore Media Holdings and will produce 10 issues per year.
Inc. Southeast Asia is targeting a readership of around 20,000 across the region and will be audited at the end of the year.
In a statement to Marketing, Neel Chowdhury, CEO of Sycamore Media Holdings and editor-in-chief of Inc. Southeast Asia, said the magazine will be published once a month apart from two double issues – summer and winter. It will only be distributed across Southeast Asia for the time being.
According to Chowdhury, its strategy is to produce content that helps entrepreneurs, SMEs and start-ups across the region grow their businesses by focusing on topics including initial public offerings, big funding rounds, raising capital and work culture.
As to why the magazine chose Southeast Asia as its target market, Chowdhury said it feels that the start-up ecosystem is growing more integrated across the region. Governments in the region are encouraging start-ups to expand regionally and “more advertisers, particularly financial institutions, are also targeting ASEAN as a common market of 600 million consumers”.
The magazine selected Singapore as the headquarters for its Southeast Asia operations as it offers “great digital infrastructure, easier access to capital and a critical mass of advertising dollars”, said Chowdhury. When asked about who its direct competitors were, Chowdhury said the magazine is “unique” as it targets entrepreneurs and celebrates entrepreneurship.
“Ours is a different editorial mindset and a younger audience,” he added. Chowdhury was previously a writer for FORTUNE magazine and a page-one editor of the Wall Street Journal Asia.