media owner profile: mongoose Stars in their eyes
A&M Magazine of the Year Award 2012 n Time Out KL: Best entertainment and lifestyle magazine, Malaysia n Esquire MY: Best Men’s Fashion Magazine, Malaysia
MPA Awards Singapore n Time Out Singapore: Digital Media Product of the Year 2013 n Esquire Singapore: ‘Best Front Cover’ (September 2012), n Esquire Singapore: ‘Integrated Media Brand of the Year’ 2012 n Esquire Singapore: ‘Consumer Magazine of the Year’ 2012
WAN IFRA n✱2012 - Time Out KL (bronze- online media) n✱2013 - Time Out KL (gold – online media)
MarkLives n✱Esquire Malaysia: Best International Cover 2013 (May 2013)
in Malaysia and Singapore, is the perfect example of a brand that just keeps growing stronger in print. The key for us is to use the right medium for the audience.
How is digital contributing to growth? We’re still largely in an investment stage for digital. We have significant resources in online editorial (four full-time editorial staff on
elle.my and two full-time editorial staff on
timeoutkl.com, plus interns and the print staff who create content on a daily basis) and our own technical team. Each site is at a different stage of growth and we are aware that sites need to reach a critical mass of viewers before they can generate sufficient income to support themselves. We have reached that level with
timeoutkl.com and have clear targets for
elle.my to reach that stage, which we have exceeded in our first two months since launch.
What else is creating revenue streams? While our focus in recent years has been on growing the company’s portfolio, we have also produced brand extensions for all our major platforms. These have proved successful with advertisers and in terms of copy sales. We also produce two or three major events per brand per year, such as the Time Out KL Food Awards, Expatriate Lifestyle Best of Malaysia Travel Awards, and Esquire Malaysia’s Best Dressed Real Man, all of which create value for sponsors and partners beyond the print or digital space.
What other strategies do you have for growth and expansion? We are always looking at any quality magazine that could succeed in Malaysia or Singapore.
LAUNCHES TIMELINE Expatriate Lifestyle: June 2003
Time Out KL: April 2008 Time Out Malaysia Visitors Guide: 2009 Arrivals: 2009 Essential Education: 2010
We are committed to investing in digital as the growth opportunities are obvious. We are also developing the marketing of our brands to create new value propositions whether in print, online or as an activation.
Where do you see the real international growth opportunities? South-east Asia is a vibrant area,
developing at an awe-inspiring pace. It’s an exciting place to be doing business at the moment and the world will be taking notice of ASEAN countries in the years ahead.
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How is the advertising market? For us, it’s positive. Print-wise we are growing year-on-year, which does not seem to be typical of the Malaysian market or for many internationally. The luxury industry – where many of our titles are positioned – continues to grow, well-protected from some poorer performing mass markets. Colleagues at other publishing houses report that they are less fortunate. But regardless of overall revenues, it seems that the best magazines are enjoying growth in both print and online advertising revenues. The challenge for publishers, wherever they are in the world, is ensuring that your magazines really are the best in your category.
As ‘disruptive media’ we are progressive, independent and innovative and create value in everything we do
What are your best performing brands – and are they likely to remain so going forward? All five of our major brands are market leaders in their particular category, with the possible exception of ELLE Malaysia, which has just launched and is in a much more congested sector. We are confident ELLE Malaysia will, before long, be the number one in the luxury women’s fashion magazine field. Ensuring our titles are high quality editorial products and differentiated from competitors helps secure them that top spot in their fields and keeps them more attractive to advertisers. As to the future, we are seeing medium and long term growth for each brand that indicates we will retain our grip on top spots.
Time Out paved the way for Mongoose’s international cross-border licensing activity
Where do you see the company in five years? It’s a cliché, but we focus more on the short term as then the long term looks after itself.
Mongoose titles are winning awards
Time Out Malaysia Restaurants Bars and Clubs: 2010 Time Out Malaysia Shopping and Style: 2011 Time Out Malaysia for Kids: 2011 Esquire Malaysia: April 2011 Time Out Penang: June 2011
Esquire Singapore: September 2012 Time Out Singapore: November 2012 Elle Malaysia: March 2014 Men’s Health Malaysia: 2014
issue 82_2014 | Magazine World |29
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