Diane Ying (pictured), founder, chairman and editor in chief, CommonWealth Magazine Group, Taipei presented in the first session after lunch on day one (20 September) of the 3rd FIPP Asia-Pacific Digital Magazine Media Conference in Seoul, Korea. Ying presented several case studies to show how the magazine brand reached a younger audience, while keeping sight of its mission: To have a better society.
The brand ran three campaigns to attract younger readers, including launching special issues for each township in Taiwan and encouraged people to visit and travel around each one. The brand issued special ‘township passports’, which can chart where people have visited. The visitors are then encouraged to upload pictures of their trips to the brand’s website, in order to share with other travelers. Another campaign the brand ran was to help this younger audience connect with the environment around them. Another campaign organised by the brand, involved people taking part in a social game to raise their awareness about the environment. Ying said that the characteristics of its digital community are users who share, interact, participate, collaborate, create, initiate and engage.
Jeff Chang, vice president, strategy and business development, TRENDS Media Group, China spoke of the company being in digital transition. “We want to maintain our number one position in the market, while also serving our readers and giving our advertisers access to them.” Chang explained how the company’s brands communicate with readers via campaigns, which ultimately allow them to get to know their audience better, and therefore serve them more appropriately.