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Simply Her adds 21,000 subscribers in six-week blitz - Jul 11, 2006 (ST)

BackJul 11, 2006

The Straits Times / The Business Times News On SPH

Simply Her adds 21,000 subscribers in six-week blitz



By Jean Loo
Jul 11, 2006
The Straits Times

AN AMBITIOUS subscription drive that employed most of the marketing guru's arsenal has added several thousand new subscribers to the monthly women's magazine, Simply Her. The six-week integrated marketing campaign began in March and included press advertising in The Straits Times and Lianhe Zaobao, counter displays and banners at Guardian stores, roadshows and direct mailers.

There were also some inducements dangled in front of potential readers - a discounted subscription fee of $30, $12 less than the usual price and a free deep fryer-fondue set worth $60.

The results were dramatic: From a subscriber base of only 1,000, the magazine added about 21,000 new readers who signed up for a year-long subscription.

Its total subscriber count of 22,000 is 'a milestone in local women's magazine history', said a Simply Her spokesman.

'Not even the local top-selling women's magazine Her World has achieved more than 5,000 sign-ups in a campaign before,' she said. 'So for a young magazine like Simply Her, 21,000 subscribers is quite a feat.'

Simply Her, which was launched in November 2004 by SPH Magazines, is a lifestyle magazine for working women balancing family, home and life.

Mr Loh Yew Seng, chief executive of SPH Magazines, said: 'Simply Her has built up a strong following of loyal readers among modern working women and the time was right to take it to the next level.'

Advertisers such as the brand general manager of Estee Lauder, Ms Josephine Yong, were also impressed by the campaign. '(It) has created higher business value for advertisers,' she said.

Credit bureau manager Lily Tay, 32, was one of those who signed up during the campaign.

'The magazine addresses concerns I face, like juggling my family and career,' she said. 'Besides, nothing beats having it delivered to my doorstep.'