Wednesday, March 05, 2008

小小超新寵兒

可能因為要落力做生意,電訊盈科(008)除了今日公布07年度業績外,似乎近期有關該公司和人稱小小超的主席李澤楷的新聞也沉靜下來。


至於小小超的另一個寵兒,自然是財經刊物《信報》也,動作相對較多,自06年8月8日透過信託基金入股後,無論在版面,甚至廣告量方面也有長足的進步,而且積極想法子,利用本身品牌和資源,廣開財路,早前已話《信報》搞網站如火如荼,但近來的「new born baby」卻可能並非這個網站業務,先跑出來的,或許是一本新雜誌——《信報生活期刊》。


無錯,香港雜誌之多,以人口密度計算,認真「犀飛利」,粗略統計已逾120份,只要在報攤一望,睇到眼花繚亂,那麼小小超為甚麼忽發奇想,竟然進軍雜誌業呢?


首先,市場定位要清晰,八卦低檔市場已鬥得難分難解,更重要的是,《信報》品牌有價,絕對不會走這個市場,但據了解,新雜誌並非主力走財經路線(不是已經有《信報月刊》嗎?),乃專門提供時尚資訊為主,即是有潮流的內容,相信會吸引中產人士的興趣。有了市場定位,當然要考慮操作問題,小小超一向絕不待薄有能之士,故吸引猛將幫手,而今次更是招攬了一群行內精英助陣。


禤中怡知道打理這本新雜誌的,就是現時主理《號外》雜誌的現代傳播出版集團總監黃源順(Peter)也,更重要的是,所謂牽一髮而動全身,《號外》雜誌內部已引發「人事變動」,甚至可以用「大地震」來形容,原來除Peter Wong轉投陣地外,更有部分戰友隨彼得同時離隊。


面對新舊交接,又或者可以用此消彼長去形容,對《號外》雜誌不多不少會造成一定震盪。可知道《號外》在潮界名聲顯赫,一期發行量有7.6萬本,從內地、東京,甚至遠至歐美也會見到這本雜誌的蹤影,讀者更屬富有人士,據一項調查顯示,個人月入2萬元或以上的讀者所佔比重達86%,具大學教育背景的更佔四成。


這些數據顯然代表讀者具備高消費能力,相信這批讀者也有理財需要,實在與《信報》路線配合得天衣無縫,難怪小小超也有此諗頭,據說新雜誌將於本月28日面世,的確很大可能與《號外》,甚至與另一本雜誌《明報周刊》走相若路線,屆時那些著名高檔名牌又多一個曝光的好地方,廣告資源怎樣分配,恐怕也是傷腦筋的問題。


至於日後《號外》的領軍大任,則落在associate publisher(聯合出版人)兼creative director(創作總監)程少偉身上。話雖人事變動而帶來震盪,《號外》畢竟是一本已經上軌道的雜誌,行內人玩「大風吹」更不是新鮮事,即使有影響,都應該是短暫的。


(3月6日刊於《am730》)

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