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SINGAPORE - High-society magazines are facing new competition, thanks to free online alternatives that have been popping up on the local radar recently.
One of the latest premium online sites that provide highbrow content catering to the Republic’s glitterati is Lifestyle Singapore (www.lifestyle.sg).
Launched in the middle of last month, it already boasts some 1,000 members and plans to have 10,000 by next year.
The website originated in Hong Kong (from sister site Lifestyle Hong Kong — www.lifestyle.hk) and is targeted at “like-minded individuals interested in capital goods, high-end travelling, wine and fine dining”, said its director Sebastian Svensonn.
It was founded by the CRS Investment Group, a company that invests in online businesses and has experience in creating upscale online media services.
Content on the site is updated daily, with features ranging from the latest designer hotels in Asia to updates on the recent Geneva Auto Show and a cheat sheet on wines.
Access is limited for non-members but membership is free and open to all.
Perks for members include discounts from luxury goods stores and restaurants, as well as invitations to exclusive events and clubs.
Diane Fay (www.dianefay.com) is another luxury site gaining popularity here. Co-founded by IndoChine group CEO Michael Ma, it bills itself as an exclusive Asia-based social networking site for the A-list digerati and offers a magazine section that showcases “high-society news, luxury consumer goods, six-star travel, art and wine appreciation and business news”.
These online magazines have attracted advertisements from upscale brands
including Hugo Boss, supercar-maker Koenigsegg and watch-makers such as Jaeger-LeCoultre. “A lot of advertisers see us as the online version of Prestige or Tatler,” said Mr Svensson, referring to the popular print magazines aimed at Singapore’s elite.
Instant gratification via the Internet seems to be one of the factors swaying readers online.
“High-earning people are too busy to flip through a glossy magazine,” said Mr Svensson.
“We use a different marketing strategy and don’t limit our readership. It’s like Tatler — it’s freely available on the racks but only those who are interested in its content will go get it.”
Mr Christopher Sodergren, a banker who is a member of Lifestyle Singapore, agrees. “I prefer going online for updates rather than wait for the latest issue or publication to come out,” he said. “I don’t have time to buy magazines. The site’s easy to use, it’s niche and it caters more to your lifestyle and interests.
“Its presence in other cities, like Hong Kong, is a huge advantage for people who travel often.”
Ms Shabnam Melwani-Reis, director of the Jay Gee Melwani Group, said the online medium allows people to get the latest news.
“The obvious appeal is that the site can be updated daily so you are getting fresh news,” said the Diane Fay member.
However, she does not think online high-society websites will replace their physical counterparts: “Tatler and Prestige give me a general overview on the social and lifestyle scene in Singapore.”
Mr Gilbert Cheah, managing director of Edipresse Singapore, the publishing company responsible for Singapore Tatler, said that people still need a magazine to thumb through. - TODAY/sf
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