Education Media Group Limited (Education Media) (教育傳媒) was founded in 2018, with three of its co-founders having worked extensively in the media industry. Why did you set up Education Media?
The internet has revolutionalised the media industry as traditional outlets are coping with immense challenges in maintaining sustainable growth over the past years. There is also a growing need for specialised content. This was the backdrop against which Education Media was established. As an independent outlet, unique in this field, we leverage our extensive experience in the industry. Many of us have worked for listed companies or have been involved in setting up educational institutions.

We know we have chosen the right path, if you look at Education Media’s growth over the past two and a half years despite the social unrest and the COVID-19 outbreaks in the city. We did encounter challenges, but all start-ups do. We are lucky to have the backing of our investors who share the same vision.

Can you tell us more about Education Media, its magazines and its target audience?
We at Education Media specialise in education-related content, and our magazines are free of charge. Our three flagship publications are:     
i. Published every two months, Education Major (教育專業) is jointly produced by Education Media and the Hong Kong Federation of Education Workers, targeting school principals and teachers in Hong Kong. At a circulation of 30,000, we deliver each issue primarily to local schools, including universities, secondary and primary schools, kindergartens, and special schools. The magazine aims to offer professional content and viewpoints to cater for the needs of school principals and teachers. The magazine consists of three key sections, namely the “Education Section”, “Leisure Section” and “Recruitment Section”, with a view to accommodating the diverse needs of the sector.           

ii. Launched in 2019, Hong Kong Education (香港教育雜誌) is published every two weeks. Also created by Education Media, its main readership is our community of parents, and it has a circulation of 20,000. The magazine is distributed at a wide range of locations across the city. Because of our readership, we focus our content on school selections and parent education. In view of the high demand for the publication, Education Media launched a retail version of the magazine in 2021. They are now available at 7-Eleven, Circle K and local newsstands.

iii. Apart from its print version, GoodSchool.hk (GoodSchool好學校網站), a subsidiary of Education Media, also operates a digital platform, offering practical educational resources and information about schools in Hong Kong. It also has a search engine where parents can access content directly from relevant academic institutions, including schools’ digital publications and information about open days and other activities. According to Google Analytics, the platform is gaining popularity, with more than 1.2 million page views recorded in June. The number of active users of our website also surpassed 350,000.

Apart from our magazines, Education Media publishes several special editions every year, including the “Parents’ Guide to Primary School – About English Learning and Teaching” (升小家長攻略 – 英文教學篇) and the “Parents’ Guide to Secondary School – About English Learning and Teaching” (升中家長攻略 – 英文教學篇). The two have a combined circulation of 120,000. What’s more, we have worked with various schools and educational institutions in Hong Kong to produce customised publications. These institutions include the Hong Kong Jockey Club Charities Trust, Wofoo Foundation, The Education University of Hong Kong, The Chinese University of Hong Kong and Tsinghua University, to name just a few.    

What are the key features of Education Major and Hong Kong Education?
The core mission of Education Media is to provide specialised content and editorial services to the education sector. With this in mind, we have to cater for our target audience with everything we do in Education Major and Hong Kong Education.

With Education Major, we provide in-depth analysis of government policies, from school resource allocation to other topics that educators are interested in. It is one of the very few magazines catering for school management.  To facilitate industry exchange, we also provide a platform for schools to voice out their comments and concerns.

Hong Kong Education is a magazine for parents specifically, and it covers important education-themed topics that matter to them most. For example, the “Campus” feature is popular among parents as it provides comprehensive and on-the-ground information about schools in Hong Kong through text and visual content.

Please tell us more about your editorial team and the best way to contact them.
Education Media has its own experienced editorial team. However, given how busy we are, we advise pitches should come via email. Please refer to our official website for detail.

Any top tips for PRs who want to engage with Education Media?
At Education Media, we focus on content around education. With our print publications and digital platforms, we have a solid and targeted outreach. Because of this, we are in an excellent position to work with communications professionals to reach out to this particular group of readers in society. In addition, we are happy to introduce our editorial products in more detail. Feel free to contact us.