SINGAPORE: ST's magazines a hit -- some cut and keep articles

The Straits Times makeover increases the newspaper's overall readership

The Straits Times
Monday, January 10, 2005

A cupboard in the corner of Ms Adeline Tien's Trengganu Street yoga studio holds a neat pile of copies of Mind Your Body, the health magazine published weekly by The Straits Times.

The yoga instructor keeps them for reference and photocopies articles to put up on the studio noticeboard.

'I read it from cover to cover... It's great to have everything about health in one place -- from tips on yoga and the beneficial properties of tea, to how to eat healthily,' said the 30-year-old, who owns Yoga Spirit.

She's not alone.

In the three months since Mind Your Body was launched, it has built up a legion of fans, some of whom keep issues or articles for future reference, according to a survey last month, which also found that more than 90 per cent of readers polled found it both informative and useful.

But they did have a wish list: even more stories on disease prevention, on health-related questions and answers, on the latest medical developments, and on fitness and diet.

Still, Mind Your Body is a great value-add, offered Ms Tien, a view held by 90 per cent of magazine readers surveyed.

'Because it comes free with the paper, more people who would not ordinarily go out and buy health magazines are informed about things which enhance and enrich their lives,' she said.

Just as happy are readers of technology magazine Digital Life, with 75 per cent saying they prefer it to predecessor Computer Times.

Real estate specialist Ivan Chew, a self-confessed gaming and gadget fan, said Computer Times was 'too formal', and that he now eagerly awaits his edgier weekly fix of reviews and features.

'Digital Life's really lively and appeals to more than just the geeks, especially since it incorporates the lifestyle element,' said the 28-year-old.

He reads his copy at one sitting on the day he receives it, but it stays in his magazine rack for two weeks and he clips out articles to keep until he buys the item featured.

Among the memorable articles for the gamer - who owns an Xbox, PlayStation 2, even the older Dreamcast console and almost 100 games in all -- was the feature on gaming couples, which he said showed how the magazine gives a 'human face to technology'.

Still, he hopes for more gaming-related news, events, and even gossip.

But Digital Life is not the only thing Mr Chew is thrilled about.

Admitting he is a 'non-metrosexual', most often clad in jeans and a polo shirt, he welcomed Urban, the fashion-lifestyle magazine, which also resonates with its readers, some of whom read it even before the main paper.

'Like many guys, I would feel a bit embarrassed buying fashion magazines. So it's great that this avenue to learn about fashion just arrives on your doorstep...

'I can learn how to jazz up my wardrobe a bit,' he said, with a laugh.

So, while readers surveyed craved more articles on food, shopping and fitness, he would like to see more male-oriented fashion articles.

This view was echoed on the other side of the 'hip' divide, by marketing manager Frazer Neo-Macken, 30, who is 'current' in terms of what's in, but always on the lookout for 'snazzy' stuff.

He said: 'You get a sense of everything that's in and cool...Plus, Urban's a lot more current than monthly magazines because it comes out every week -- so it's really the latest of the latest in trends.'

Published: Monday, January 10, 2005