Hong Kong Economic Journal takes online advertising in-house

HONG KONG - The Hong Kong Economic Journal (HKEJ) has ended its partnership with Pixel Media, which has been handling its website digital advertising sales since 2008.

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The HKEJ attracts an assortment of high-end advertisers

The company plans to consolidate its online advertising sales in-house, having reached what it described as "economies of scale".

Digital advertising sales agency Pixel Media has been handling advertising for the HKEJ site since 2008. However since then, HKEJ has developed a number of new website offerings EJFQ (a stock anyalsis website), LJ Giftness (a free high-end lifestyle website), and EJ Insight (an English website for China business and political policies targeting readers from embassies, blue chip companies and government offices).

As part of its ongoing website revamp, HKEJ has added a number of new offerings to readers and advertisers, including a new property section, a fipping-format magazine (Lifestyle Journal), a free content of instant news and real-time stock quotes to attract more younger and digitally-attuned readers.

Pandora Ip, head of business development at the publication, said that the new platforms offered advertisers greater flexibility to extend their reach, including via mobile. LJ Plus, an lifestyle iPad app that was launched in April 2011, brands like Fendi, Hermes, Ball, Alfred Dunhill, Gucci, Chow Tai Fookl have already used the platform to reach out to a group of affluent, digital-attuned readers.

Other advertisers include Cartier, Burberry, IWC, Piaget, Lloyd shoes, Enzo, UBS, HSBC, Cathay Pacific, United Airlines.

"HKEJ is one of the most highly-priced, subcription-based newspaper websites in Hong Kong, and our subscription model is working well as advertisers with branded goods and services are looking for upscale content and environment to reach out to high-spending audiences," added Ip.

According to Google Analaytics, HKEJ’s site pageviews are 9.6 million per month. The bulk of its readers are university-educated and close to 40 per cent are in managerial grades. It grew 45 per cent year-on-year in the first quarter.

Founded 39 years ago, HKEJ is among the first Chinese financial newspapers to offer quality news content in Hong Kong.