I-S Magazine rebrands as SG

Lifestyle publication I-S Magazine has undergone a major rebrand, now being called SG.

The brand now encompasses daily lifestyle news, openings and best-of-the-city lists at sgnow.sg; social media updates on Facebook, Twitter and Instagram; a mobile “what’s on” app (SG Now); a bi-weekly print publication and targeted weekly e-newsletters for events, food and travel.

This is the 20th year of the magazine being in Singapore, and it targets 25- to 40-year-olds.

Publisher and general manager, Asia Media City Group, Ric Stockfis said: “Back in 1995 there was no common short-form for Singapore, other than SIN, which, for obvious reasons, was best avoided. So we chose I-S or Inside Singapore, and it quickly became the country’s best-loved independent magazine—the standard-bearer for irreverent and indispensable coverage of the lifestyle scene. Over the last 20 years, we’ve seen the country shake off its Singa-bore reputation to become one of Asia’s most dynamic places to live, work and play, and our brand has grown alongside it. We now offer so much more than just a magazine, and we wanted to reinforce our commitment to celebrating the best of what’s on, what’s new and what matters in Singapore—SG does just that.”

In recent months, the SG team has also launched a responsive-design website with more than 300,000 unique visitors a month; a native content package (clients onboard with the offering include American Express, Marina Bay Sands, Resorts World Sentosa, Singapore Tourism Board and Wildlife Reserves); new content channels (for both print and digital) and a new look for the print magazine, with covers that champion local artists and photographers.