Consumer Council to end print run of CHOICE Magazine

The Consumer Council will publish the final print edition of CHOICE Magazine (選擇月刊) in October, marking the end of a 50-year print run as it shifts its focus to digital platforms.

On Monday (16 March), chief executive Alaina Shum said that the 50th anniversary and the upcoming 600th issue of the monthly consumer publication mark a pivotal moment in this transition.

The Consumer Council will release the final print edition, the 600th issue of CHOICE, in October, after which consumer information will be provided weekly through a mobile application, according to Shum. To further expand the coverage of CHOICE's content, the Consumer Council will introduce new features that allow consumers to access consumer information anytime and engage more with the Consumer Council. 

The app version of CHOICE will adopt a new release model, transitioning from the usual monthly publication on the first day of the month to a continuous weekly distribution. This will maintain the same number of articles as in the past, enabling readers to receive the latest consumer information on a regular basis each week.

The Consumer Council has also updated its content release strategy, with press briefings in odd-numbered months focusing on test reports and product testing, while even-numbered months will feature two "case in point" complaint articles.

In terms of social media efforts, the Consumer Council has launched an account on Douyin, having received over 38,000 complaints related to local consumers and businesses last year, including more than 7,200 from mainland consumers. Thus, the organisation aims to engage more mainland consumers through Douyin and allow various consumers to access relevant information anytime, anywhere. 

The Council has uploaded its first Douyin short video, featuring artists Tin Kai-man (田啟文)and Cheng Shu-fung (鄭恕峰) discussing unethical business practices in pharmacies.

Shum said that the Consumer Council, which currently has accounts on YouTube, Facebook, and Instagram, may expand to other social media platforms in the future to enhance coverage and better protect and educate consumers.

MARKETING-INTERACTIVE has reached out o the Consumer Council for more information. 

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First published in 1976, CHOICE originally priced each issue at HK$12. Since early last year, the Consumer Council has discontinued sales and subscriptions for the print version, opting instead to offer the online edition for free, with only a limited number of printed copies available for select elderly centers and community organisations. The monthly publication has recorded more than 2.25 million views over the past year.

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