.TatlerAsia is throwing away its rule book.
SHANGHAI — For the 40-plus years that Tatler has published editions in Asia, the title has for the most part hemmed closely to what gave the original U.K. title its success — covering the excesses and fabulous lives of the upper crust.
The changes are only relevant to the Asian editions, which Tatler Asia, formerly known as Edipresse Group, owns outright. Condé Nast publishes its European editions and operates separately. Regional teams are in contact on a weekly, if not daily, basis, working on a unified theme that is chosen each month to apply across all the eight markets. It also helps with centralizing some of the content production such as for fashion, watches and jewelry, and travel in order to be able to compete with the rest of the players in the market.
Prior to the coronavirus outbreak, Lamunière had set a yearly target of growing by 25 to 30 percent. Cambodia and Myanmar are further out on the horizon, probably five to 10 years, Lamunière estimates. Although South East Asia countries are small in scale, they can be easily turned into profit generators.
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