Women's weekly shops for agency in Singapore launch

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SINGAPORE - The Singapore Women's Weekly is launching in October as a monthly by ACP (South-East Asia) Pte. Ltd., the company behind titles such as Elle Singapore and the Singapore, Malaysia and Thailand editions of Cleo.

The Singapore Women's Weekly will be aimed at women aged 38-50 with a "family" bias. It's based on the tradition of Australian Women's Weekly, which sells a million copies a month. "This magazine is a new concept for Singapore - a mass market, monthly brand. Mass market does not mean down market or low-rent, it simply means a brand that's aimed at celebrating real women and real life," says editor-in-chief Tara Barker, a former features writer with Cleo in Australia and a deputy editor at Good Housekeeping in the U.K.

Singapore Weekly, which promises "four weeks of fun in every month," will soon be appointing an ad agency to handle its launch. Zita Ong is the sales and marketing director ACP.

Copyright June 1997, Crain Communications Inc.

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