HEADING EAST: Indochine Media, a regional publisher, will relaunch Robb Report in Singapore on Nov. 23, about two years after a previous iteration closed down. Indochine already has licenses from California-based CurtCo Robb Media LLC to publish the magazine in Thailand and Malaysia, which it plans to do in 2013 and 2014, respectively. A Vietnam edition, also put out by Indochine, was launched last year.
Michael von Schlippe, who oversees day-to-day operations at Indochine, said the Singapore edition would see an initial print run of 15,000 copies. The title will cost 8 Singapore dollars, or about $6.50 at current exchange, on newsstands. Indochine expects much of Robb Report’s readership to come from tie-ups with private banks to distribute copies to priority customers, a strategy Robb Report has pursued in Vietnam and Russia.
Schlippe said that the Singapore version, which will draw only about 10 percent of its content from its U.S. parent, would differentiate itself from other luxury magazines by focusing on local content. “You can easily buy French Vogue or Australian GQ here, but both titles are not present as Singapore editions,” he said. “In terms of local editions in this segment, there are not very many magazines I would consider to be direct competitors.”