The South China Morning Post (SCMP) has announced the relaunch of its iconic Sunday magazine, PostMag, debuting the new look on September 22, 2024. The much-anticipated revamp of this weekly staple marks a renewed emphasis on culture, art, travel, and lifestyle, delivering more people-focused narratives to its dedicated readers.
A Fresh Take on a Classic Publication
Originally launched in 1989 as Post Magazine, this beloved publication has been a cornerstone of Hong Kong’s cultural scene. The newly rebranded PostMag builds on its 35-year legacy by introducing a contemporary design and a more dynamic content focus.
Catherine So, Chief Executive Officer of SCMP, emphasized the publication’s longstanding influence:
“Post Magazine has long been known for its trusted, authoritative coverage of life in Hong Kong. This relaunch ushers in a new era with elevated design and content, building on its 35-year legacy of high-quality journalism.”
What It Means to Live Well
The question of “What does it mean to live well?” now drives the editorial direction of PostMag. According to Lee Williamson, Executive Director of Specialist Publications at SCMP:
“It’s this question that guides the editorial at PostMag. The reimagined magazine inspires readers to curate the best of life, to better appreciate the arts and culture, and to make the most of their limited free time.”
A Deep Dive into Hong Kong’s Cultural Scene
Every Sunday, PostMag readers can expect thought-provoking features that cover an array of lifestyle topics. From in-depth interviews with emerging talents to insights into established personalities, the magazine delves into areas such as culture, travel, food and drink, wellness, and passions like collecting and entrepreneurship. It’s a treasure trove for those who wish to stay connected with Hong Kong’s vibrant cultural happenings.
Newly appointed Editor of PostMag, Cat Nelson, expressed her excitement:
“I’m honoured to be leading the new direction of this iconic magazine that has long been a pillar of Hong Kong life. We’re excited to reach new audiences with PostMag while staying true to the core values that are so important to our loyal readers.”
A Multifaceted Marketing Campaign
To celebrate the relaunch, SCMP’s Morning Studio has crafted a marketing campaign that champions the significance of culture and lifestyle. The campaign highlights three influential figures:
- Kevin Poon on Life (link to video)
- Vivienne Tam on Culture (link to video)
- Derek (Kwok Cheung) Tsang on Discovery (link to video)
These figures explore what life, culture, and discovery mean to them, offering inspiration and insight into living well. With a blend of portraits, styled letters, and engaging 30-second videos, the campaign brings the theme of living well in Hong Kong to life. A high-profile launch event is scheduled for late October to further amplify the magazine’s refreshed identity.
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About the South China Morning Post
Founded in 1903, the South China Morning Post is a leading global news company with a rich history of reporting on China and Asia. Its vision is to “Elevate Thought,” and it aims to “Lead the global conversation about Hong Kong, greater China, and Asia.” Recognized with numerous awards for journalistic excellence, SCMP continues to be a reputable source of news and information worldwide.
About SCMP Advertising+
As a trusted partner for over 120 years, SCMP Advertising+ connects brands with its affluent and influential audience through culturally relevant content and events. With the ability to reach 35 million readers each month, SCMP Advertising+ offers insights and context that help partners shape the future narrative of Hong Kong and Asia.
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