HKEJ partners with Eslite Bookstore to celebrate its 40th anniversary

Campaign Asia-Pacific spoke with KC Chan, president of EJ Digital, yesterday to find out more about the celebration campaign. Part of the campaign is '40 books that should be read before you are 40', of which 20 were recommended by well-known figures in Hong Kong society, including CEOs from large property and banking corporations, university presidents, songwriters and toy designers, while the other 20 books were recommended by Eslite Bookstore.

"We have a Facebook game in which people can recommend this reading initiative and get discount coupons for shopping at Eslite Bookstore," said Chan. "Hence it is a ‘win-win’ for both parties."

Chan added there will be a big cocktail reception at the HKCEC on 3 July that will include a book launch featuring 12 influential figures in the Hong Kong finance industry, who will discuss the history of Hong Kong's financial milestones of the past 40 years.

Chan said that HKEJ’s positioning has been as an ‘elite financial newspaper’, with a readers' profile that includes top executives, academics and entrepreneurs.

He said the newspaper faces significant competition from international business newspapers titles such as the Financial Times and The Wall Street Journal, while more people are consuming real-time news online.

Chan acknowledged that getting ‘readers’ time’ and gaining younger readers was its main challenge. To address this HKEJ is revamping its mobile and website platforms, injecting more leisure and education content. However, he added, “the international press does not have as much of a deep-rooted network and financial news content in Greater China market. That’s our edge.”

The campaign will run until mid-July.