I-S Magazine rebrands to SG

SG Magazine coverI-S Magazine, the Singapore free listings magazine published by Asia City Media Group, is rebranding to SG as the citystate celebrates its 50th year since independence.

The rebrand marks the 20th anniversary since the launch of the title, which targets 25- to 40-year-old urbanites.

In digital form, the brand’s website has changed from I-S Magazine Online to The new brand exists on Facebook, Twitter and Instagram, and as the mobile app SG Now and a tablet edition.

The previous look

The old look

Publisher and GM Ric Stockfis commented: “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.”

He added: “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.”

This year, the magazine – which is a popular medium for advertising agencies to place awards work just before the deadline for Cannes – has increased its advertising rates and introduced a native advertising offering. It has also introduced special sections, such as SG Eats (food and drink), SG Locals (neighbourhood guides), SG Life (trends and new openings) and SG Escapes (travel).


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing