Chat with Desiree Au, TOHK Publisher

Hong Kong finally gets its own Time Out next Wednesday (23 April). Desiree and I go way back. All the way back to her days as a tai-tai journalist covering the arts beat of Hongkong Standard to her evolution into a hard-nosed, whip-cracking editor (typed with a ;-) of course), though never one to compromise on her sense of humour, style or fashions.

I have to blog about TOHK not because I know Desiree, but because, as fate would have it, Little Cream Life has a bit role in the story behind TOHK. Towards the end of 2006, I got an email from AF who had come across Little Cream Life while doing a search for Ingredients (the restaurant). I ended up planning her family's holiday and in the process she mentioned that her husband wanted to bring Time Out to Hong Kong. He was willing to invest, but did I know anyone suitable to get it off the ground, up and running. Basically, he needed a publisher and a team. I sat on it for a little while. At the time, I couldn't think of anyone and I wasn't sure how serious DE really was about the whole thing.

A few months later, AF mentioned it again. By that time, I knew Desiree had left her post as editor of SCMP's Sunday magazine and was finding life as a lady of leisure a bit dull. So I floated the idea to Desiree. While sceptical at first (those who have been in the biz have a healthy scepticism about the profitablity of starting an English-language magazine in a predominantly Chinese-reading city), Desiree agreed to meet DE at a group dinner I had actually organized for an out-of-town guest from Tokyo at China Club last May. DE & DA hit it off and the rest is history. Along the way, I've heard a lot of the birthing stories and am constantly amazed at what ingenuity, tenacity and just plain hard work she and her team have put into this whole endeavour. From the investors to the writers to the ad sales team, there has been no lack of passion driving them to deliver a Time Out magazine for Hong Kong that readers of TO London or New York City would expect. Just a week before TOHK launches with a party at The Pawn, I checked in with Desiree to see whether the office was a circus or war zone:

3:05 PM desiree: actually it's been amazingly calm. we've been pulling 14 hour days but everyone is still joking around'

3:06 PM think of it as gallows' humour, except i don't think anyone is getting executed

3:07 PM me: i think we're all pretty excited about TO finally landing in HK...how long did it take to get here?

desiree: the whole idea started back around May last year, at a small dinner

one thing led to another and we worked with the TO team in London for quite a while.

but the whole basic framework was started around december.

Then the team flew to London to work with the Time Out staff

3:09 PM me: actually, that's pretty lightening speed

desiree: We rented a huge flat and I felt like we were participating in some MTV reality show

well, you know what they say in HK, get this done by "yesterday"

so I guess we've already got the luxury of time

3:10 PM me: what was the funniest reality tv show moment

i.e. trailer moment

desiree: probably me in rollers in the morning

me: no way!!

desiree: i just refused to let any amount of shame get in the way of my hair

me: did the whole team see you in rollers??!!

desiree: hahahahahaahha

3:11 PM probably. but i had no choice

i get up pretty late in the morning and my routine usually encompass putting on my rollers and eating breakfast

let's just say my secret to bouncy hair is out

3:12 PM i have no idea how a conversation with a publisher about to launch a magazine led to hair. this is not good PR

me: who's "the team"?

desiree: well. the "team", and we are also an official football team as of today.......

the guys signed up to play league

me: of course it's good PR...you'll get ads for shampoo, hair salons, etc.

3:13 PM desiree: that wouldn't be half bad!

anyways, going back to the team - Paul Kay is the editor

me: you should post your football team's results in TOHK and open up for betting

hk's fave past time!

desiree: Angie Wong is at the helm of food/lifestyle

Clare Morin is the arts writer (we go way back at the scmp)

3:14 PM Dennis Lai , whom you also know, is art directing

me: yeah, me and Dennis go way back

desiree: and some new faces I've had the pleasure of working with!

me: way back to an obsolete mag

desiree: yeah. remember YA!

me: anyway, have to mention this whole fate/destiny thing

desiree: Actually i wrote two of my best stories for YA

one on Lee Lai Shan

3:15 PM and one on the founder of APC, Jean Touitou

remember?

me: wow, can't believe you remember...i hardly do...but this chat's not about YA

back to fate and destiny

since it's played such an interesting part in the birth of TOHK

desiree: totally amazing

me: what do you think is TOHK's destiny?

3:16 PM desiree: that's a loaded question

can u clarify?

do magazines have a destiny?

most of the time i get asked about "position" or "niche"

so this is a rather interesting question

me: of course! but they may not be immediately apparent...or perhaps your destiny in all this

i bring this up

because there are rumours that Asia City is selling

3:17 PM desiree: well. i don't know what TOHK's destiny is, but I do hope I make some $$ so I can eventually open an animal shelter

whatever I do in publishing, and i usually work pretty hard at stuff, is a means to an end

3:18 PM in the meantime, i hope the magazine will do some interesting features and champion some causes that may not be the most fashionable thing

although i stress that i still aim to do that while remaining fashionable.

i hope that doesn't make me sound too shallow

3:19 PM the fashion reference, i mean!

me: no, not at all...and since we are on fashion

desiree: hahahahaahhah

me: what will you be wearing on launch day?

desiree: oh, funny you ask. i've been thinking

i will attempt to dress in TO colours

red/black/white

i hope i won't look like an extra in High School Musical

3:20 PM me: i don't think you could even if you tried...haha

desiree: thanks for your compliment! it made my day!

me: oops...sorry...just realized that can be taken another way...but i meant it as a compliment on your style

rather than...

3:21 PM desiree: a girl can accomplish anything really, when sh'es got the right wardrobe.

oops typo

me: and hair!

desiree: YEAH, HAIR!

boy, i hope no one reads this.

me: just don't show up in rollers...otherwise, it'll be a bit like hairspray

desiree: i was hoping to engage in some deep conversation about arts and culture

me: this is culture, my dear

desiree: since it's so close to my heart, when i started as an arts reporter in 1994

3:22 PM thanks to YOU!

me: ok, enough...time's ip

up

desiree: ok

see you at the party!

me: it's gonna be a blast!!

desiree: look for the mascot in Red/white/Black

that would be me........

3:23 PM it will be a blast with all our friends and everyone who's been so supportive of TOHK

me: too bad wyclef's not gonna make his special appearance :-(

desiree: i can't thank them enough

yeah, he leaves the day before

but New Pants is cool!

u should watch them on You Tube

punk disco electronic

absolutely a blast to watch

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