Tailored quality

SINGAPORE — The importance of water conservation, the latest in medical science and developments in the accountancy industry — on the surface, these do not seem like the most interesting subjects you could find in a magazine. In the hands of MediaCorp’s Customised Publishing division though, it is a different matter altogether.

This specialist arm of MediaCorp Publishing conceptualises and produces magazines, newsletters, coffee-table books and annual reports for local and international clients.

Recently, it bagged accolades for three projects in the 25th APEX Awards — an annual competition that celebrates the best publications, campaigns, design and media internationally. Lifewise (Jan/Feb) magazine won for One-of-a-Kind Health & Medical Publications, PURE (Jan-March) for One-of-a-Kind Green Publications and AlumNUS (Jan-March) was named among the Most Improved Magazines or Journals.

REACHING OUT TO THE MASSES

Done on behalf of clients, the publications cater to individual needs and target audiences. Lifewise, for instance, is commissioned by the National Healthcare Group, which encompasses Tan Tock Seng Hospital, Institute of Mental Health, National Skin Centre and several polyclinics.

With articles on medical breakthroughs, and health and wellness features, the free magazine is an informative and easy read.

“National Healthcare Group is honoured that Lifewise has won this award,” said Ms Wong Fong Tze, Group Chief Corporate Communications Officer. “In each issue, our doctors, nurses and allied health professionals provide information in snazzy bites to encourage more people to stay active and well, adding to years of healthy life.”

Lifewise (Nov/Dec, 2012) also received an Honourable Mention under the Best Healthcare/Medical Publication category in the international Content Marketing Awards 2013.

In the same vein, the Public Utilities Board’s (PUB) PURE magazine is focused on highlighting important issues in an engaging format.

From raising awareness about the importance of water conservation to keeping the public informed about the PUB’s projects, PURE keeps water-related topics interesting with celebrity interviews, eye-catching infographics and snappy features.

TARGETING A NICHE AUDIENCE

There are also publications done for a specific readership, such as AlumNUS. Published on behalf of the National University of Singapore’s (NUS) Office of Alumni Relations, the magazine serves as a “communication tool” between the NUS and its more than 150,000 alumni.

The content is wide-ranging, covering subjects like the environment and the arts, and stories are written with the views of the NUS alumni in mind.

Customised Publishing has also received a nod for one of its trade projects. CPA Singapore (Jan 2012), published on behalf of the Institute of Singapore Chartered Accountants, received an Excellence Award for Best Cover Design at the Asian Publishing Awards 2013.

Ms Agatha Koh Brazil, Assistant Vice-President, Customised Publishing, MediaCorp Publishing, said: “Winning these awards is a validation of our commitment to our clients; to enable them to reach out to their target audience by way of a quality, attractive publication that encapsulates and reflects their core values and mission.”