Easy Finder - Positioning

Positioning

In order to attract teenage readers, this magazine uses a lot of Cantonese colloquial words which are very popular in leisure magazines in Hong Kong. Recent examples are "潮" (fashionable) and "界" (to court someone). The use of colloquial Cantonese words, however, does not comply to traditional or 'correct' written Chinese grammar.

Easy Finder maintains a heavy coverage of entertainment news. Since teenagers in Hong Kong are interested in local entertainment and show business, Easy Finder puts a lot of emphasis on entertainment news. Even when some of the reports are just rumors without solidity, they still appear on the cover if they are attractive and sensational enough.

Easy Finder is a market-oriented publication which tries to supply for what it perceives to be what young people desire. Images of sexy or even half-naked models appear on the cover. It covers a lot of sensitive topics such as sex, drugs, and even suicide. Reports on crimes such as murder and prostitution are often seen in this magazine. Such negative but shocking topics are the selling points of this magazine and these have undoubtedly attracted young readers.

However, it has also raised strong argument among the society. Many people claim that such awful and sexual pictures and topics will bring serious and harmful effects to the teenagers. This makes Easy Finder the most controversial magazine in Hong Kong. A lot of people do not accept the magazine, but the circulation stands.