The publishers were pioneers in regional trade web sites and e-newsletters but soon others with larger pockets overtook the Singapore magazine’s efforts in the digital area. It was also felt internally that the digital platform could not at that time really deliver much of value. Such platforms were held back by limitations in the technology and lack of broadband connections in the region.
In 2009, as the technology developed, we started to explore the new platforms again and began planning this site and related communications.
AdAsia, as you see it now, represents a complete break from the print publishing world. We took the brave (or foolish) step of ceasing the printed edition to concentrate on creating an online magazine from scratch rather than adapting a print magazine to serve the new digital world of today.
With the move from paper to pixels, has also come an editorial shift. AdAsia concentrates on bringing you insights from leading minds in the industry as well as the views of our editor, Allein Moore, who has worked within the ad industry for three decades, an experience few, if any, in the other trade magazines can match with their senior writers or editors.
As an ex-creative director in charge, you will not be surprised we are committed to inspiring our readers with great ads, ground-breaking designs and awesome screen commercials.
This magazine is also committed to keep you up to date with what is going on across the Asia Pacific region in terms of exhibitions, seminars and to offer you educational books and white papers plus new research data to keep you fully informed.
We are not going to compete with excellent regional magazines Campaign, Adoi, Adobo, Campaign Asia in terms of news gathering. Indeed we will be working with some or all of these as well as UK and USA magazine and highlight their hot stories. Our role, and our, tagline is INSIGHTS, INSPIRATION and INFORMATION.
Our reporters and contributors are not journalists but people working within the industry. People who are not only in touch with what is happening but have the experience to know what is important long-term to your business.
The attractive nature of digital technology is that we are no longer restricted by the number of pages imposed by the print format. The expense of mailing a large printed magazine across the world which crippled our expansion in the past no longer applies.
AdAsia has stepped beyond Singapore and embraced the region reaching out to hundreds of thousands of industry professionals each month without forgetting this tiny island of Singapore that gave birth to AdAsia. Like us, Singapore is small but continually shows its willingness to adapt and embrace new ideas. It is an inspiration and motivation to us at AdAsia.