Fifteen years in the Asian market – Lab Asia

Lab Asia, launched in 1994, extended the portfolio of International

Labmate Ltd (ILM) and set about with a clear purpose to produce a no

nonsense product orientated journal to be distributed free of charge to

South Asia and Australia. Advertisers were able to enter markets that

had been previously inaccessible and readers were exposed to products

that they had not read about before. The two 1994 launch year issues

followed an A4 format consisting almost solely of advertisement cards

with very few press releases and just one piece of editorial on Pittcon.

However, this format seemed to be effective – over 4000 sales leads

were produced for the second and last issue of 1994 for those

companies that advertised their products.