South China Morning Post launches the all-new STYLE magazine – the voice of avant garde Asia

HONG KONG, March 8, 2013 – The South China Morning Post today launched the inaugural edition of its new STYLE magazine, which is distributed as a complimentary copy with the newspaper once a month.

At last night’s launch party, the excitement and buzz was evident amongst a very high turn-out of Hong Kong’s luxury lifestyle advertisers. STYLE editor Jacqueline Tsang introduced the magazine as the much-needed authoritative guide to the world of culture and luxury for discerning avant garde followers.

“The new STYLE is about providing information for Asia¡¦s avant garde, those privileged enough to enjoy and appreciate the good life and who are eager for a publication that gives them an in-depth take on luxury, rather than just reporting on happenings and events,” said Ms Tsang.

“There are magazines in Hong Kong that offer information on fashion and luxury news, but we aim to provide the story behind the story, and a more insightful and intellectual take on the business of style.”

Already advertisers have shown very keen interest, with several signing long-term advertising contracts with the new publication. Adopting a larger format than the original STYLE magazine, the all-new publication has a classy and contemporary design, glossier stock and offers stunning photography, exclusive interviews and expert insights for its readers.

Leading the project, Winnie Chung, Chief Editor, Specialist Publications, said “STYLE has a bold new look, a fresh new approach to content, a significantly increased budget for top-notch photography and interviews, and a daring, more cutting-edge approach to page design.”

“Luxury magazines are a highly competitive market, but we are confident that STYLE is really unique. Our insider’s look on the lifestyle of the privileged will set it apart from the rest.”

The launch of STYLE is hot on the heels of another initiative by the South China Morning Post to boost its lifestyle content. Last week, the five tabloids – Money Post, Health Post, Family Post, Food and Wine and Lifestyle were intregrated into a new broadsheet section – Life in the City section of the paper, and Personal Investments was newly introduced into the Business section on Mondays.

A further glossy magazine, a weekend guide called 48 Hours will be introduced on Thursdays from April, rounding up a fuller portfolio of content. On Thursday this week, an additional new annual restaurant guide, 100 Top Tables 2013, A CEO Dining Guide, was distributed free to subscribers and will be available at Dymocks and selected supermarkets and convenience stores for $158.

STYLE and all the new content from 48 Hours, Life, Personal Investments and 100 Top Tables is also available online at the newspaper’s recently revamped website, STYLE magazine also is supported by a specially designed iPad edition.


About SCMP Group Ltd and South China Morning Post

SCMP Group Limited (SEHK: 583) is a leading newspaper and magazine publisher in Asia. Its flagship publication, South China Morning Post, is Hong Kong’s internationally recognised English language newspaper and has the city’s most affluent and influential readership.

First published in 1903, the newspaper has developed an enviable reputation for authoritative, influential and independent reporting on Hong Kong, China and the rest of Asia. Available in print, iPad™ and online through and e-reader editions, South China Morning Post reaches a global audience with daily breaking news, analysis and opinion, multimedia articles and interactive forums. The South China Morning Post received 64 awards in 2012 for excellence in editorial, marketing and technical capability. Other titles in the Group include the Sunday Morning Post, the Chinese editions of Cosmopolitan, Harper’s BAZAAR, ELLE and CosmoGirl! magazines.

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Jennifer Shay
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