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Haymarket cuts print frequency of Stuff Singapore, launches native ad offering

Stuff magazineHaymarket has reduced the frequency of Stuff Singapore magazine, switching from a monthly to bi-monthly print run of the consumer tech title.

The publisher took over the Stuff Singapore brand franchise from Absolute Publishing at the end of 2013, and launched a 228-page edition for the January 2014 issue and a new website. Stuff was the first consumer launch in Asia for Haymarket, which also publishes CEI, Finance Asia and Campaign Asia Pacific.

The frequency cut – which comes six months after the decision to stop using semi-clad women on its covers – will mean a re-focus on Stuff’s website, which is to be relaunched. The company is also introducing a new native advertising offering called ‘Stories well told’.

Haymarket Media Asia Brand Director Andy Jackson said: “With around 20 per cent of the Singapore population visiting the Stuff website in 2014, Singapore consumers have sent us a clear signal that they prefer to consume Stuff’s content digitally, which is hardly surprising given the subject matter.”

The March issue of Stuff Singapore will be the last monthly print edition. After then, the title will then be published quarterly with three further editions planned for 2015.

Stuff has published 62 monthly editions since its launch in Singapore. The last 14 were published by Haymarket.

Haymarket says Stuff Singapore’s website saw a 445 per cent growth in its digital audience last year, and now reaches 250,000 Singaporeans every month.

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