JUICE Singapore decreases print frequency, eyes digital-first strategy

JUICE Singapore is claiming to be fully digital as the publication reduces its monthly print run to an annual edition, with special events to complement its digital content.

Prior to the revamp, JUICE Singapore was published monthly with a circulation of 30,000 that is not audited. The magazine was distributed at bars, clubs, F&B outlets, fashion stores, music and art shops. It was also found at beauty centres, hotels, schools and more.

Supporting its new digital direction is a revamped website with full social media integration. Sadat Osman, head of digital content and strategy, said in a statement to Marketing the move will give advertisers more reach and a better ROI. The new JUICE website also claims to have improved analytics, new branded content and advertorials, customised campaigns, microsite integration, page takeovers and more.

According to Osman, the decision to go digital was a move to better cater to the reading and consumption habits of its audience, and also be more relevant in the evolving advertising climate. The publication said that it would be focusing its efforts on pushing out more quality news and stories, via digital platforms, on a daily, more timely basis, including up-to-the-minute news as it happens.

JUICE also wants to reach and engage a wider target audience, Osman added.

The new website layout features a cleaner layout that presents stories in a chronological order. It also features categories such as “Music”, “Fashion”, “Beauty”, “Lifestyle”, and “Parties”. Its “Contests” tab will support ongoing campaigns and promotions, with a mandatory sign-up requirement for better data capture.  Some other features include enhanced community comments platform, with all of its social portals under one roof, infinite scrolling, and a more mobile-friendly interface.