This was published 8 years ago
New magazine will sell Australia to Asia's millionaires
By Jared Lynch
Brian Yim is hoping to use print media to create an investment bridge between Australia and other Asian countries.
Mr Yim, the founder of MillionaireAsia magazine, will launch an Australian version of the publication - which boasts a database of 140,000 millionaires from Singapore to Japan, and Russia to Monaco – later this year.
"We are quite excited about helping … perhaps mining companies in Australia look for capital in Asia – acting like a bridge to Asia.": MillionaireAsia founder Brian Yim (right).Credit: MIllionaireAsia.com
He said it was much more than a thick glossy magazine.
"MillionaireAsia is not just about print," said Mr Yim, who launched the first edition of MillionaireAsia in Singapore 10 years ago.
MillionaireAsia is only distributed to people with liquid assets of at least $US3 million ($4.1 million).
"We are looking at people that can make deals, create opportunities to bring projects to high net worth individuals and to connect people to capital, which is what we are all about."
For example, Mr Yim said the media company was hosting investor luncheon aimed at raising capital for three technology companies.
"We are quite excited about helping … perhaps mining companies in Australia look for capital in Asia – acting like a bridge to Asia.
"It's about connecting with the network that we have built over the last 10 years".
The publication, founded is distributed free to those on its database. It has localised editions in six countries, with a combined circulation of 60,000 and readership of 300,000 "of the richest people in Asia", according to its website,
Australian businessman Frank Cannavo has bought the local and New Zealand rights for the magazine, which he plans to publish quarterly.
Mr Yim said he had been looking at expanding in Australia for "some time" because it had "one of the highest concentrations of millionaires in the Asia/Pacific region".
Readership is exclusive. It is distributed to people with liquid assets of at least $US3 million ($4.1 million).
Mr Cannavo says he has identified about 80,000 people from Australia to add to MillionaireAsia's database, and he expects the local edition to have a readership of between 140,000 and 160,000.
"It's taking out of the Asian context and bringing to the region," he said. "I don't think print is a dying market. It's something that's only going to grow, particularly for niche publications."
Much of content will focus on millionaire profiles and will be produced by freelance journalists.
"We are looking at interesting success stories".
Mr Cannavo said had secured "all of the top end" automotive brands as advertisers, and was speaking with the three main Middle Eastern airlines, Emirates, Etihad and Qatar
He expects to launch in October/November, with New Zealand to follow in 2016.
MillionaireAsia's other local editions are published in Singapore, Malaysia, Indonesia, India, Vietnam, and Taiwan.