• 
• 

Published on March 26, 2008

Yesterday, it launched Zoo Weekly, a magazine for men aged 18-25. Later this year, it will launch another magazine for women, particularly middle-aged housewives.

Zoo Weekly is the third men's magazine in the company's portfolio. The others are Arena, targeting high-end men, and FHM, for men aged 20-30.

"We conducted a survey last year and found that men aged 18-25 spent an average of between Bt300 and Bt400 on about four magazines a month, mainly automobile and men's magazines. Yet there was no magazine designed to suit this group. So we're filling that need with Zoo Weekly," said Inspire Entertainment strategic-solutions director Goungkiet Vienravi. He is confident the magazine, which will sell for Bt50 an issue, will generate Bt25 million in revenue this year, because not only of the market gap, but also it already has major advertisers ready to buy space in as many as 14 issues.

However, Goungkiet admits that revenue from FHM may fall 10-15 per cent, because some readers may temporarily switch to the new magazine to see its content.

The company has allocated Bt40 million for an aggressive target-group awareness campaign, with advertisements in all major media channels, activities involving university students and office workers and introducing Zoo Weekly to pub-goers.

Nitida Asawanipont

The Nation