PETALING JAYA: The Edge Malaysia will soon be available in both print and digital format, the latter downloadable through an app to cater for its mobile professional readers.

Following in the footsteps of the publications under the same umbrella — The Edge Financial Daily, The Edge Singapore and The Edge Review — The Edge Malaysia will be available for download in digital format from today.

The Edge Media Group is also in the process of releasing a digitalised version of its Personal Money magazine. The digital magazine will be available in a few months.

The digital replica of the publication is an added convenience for readers. Younger generation readers, who are more accustomed to reading on their mobile devices, will welcome the easier accessibility and affordability of being able to read The Edge Malaysia.

The new digital platform will also allow for greater engagement for and by readers, who will be able to share articles by emailing pages of the publication to others. Videos will also be embedded in some stories and the site will also contain advertisements.

Readers will be able to store back issues for up to one year.

The digital edition also gives readers on the peninsula's east coast, Sabah and Sarawak as well as those abroad a chance to catch up on corporate and capital market developments.

The Edge Media Group is offering bundled subscription plans whereby subscribers will be able to access all the titles at a reasonable price. Compared with the stand-alone price of each publication, the bundled subscription rate is at a great discount.

There are five promotional bundles, dependent on the duration of the subscription. The Edge Media Group will reward subscribers who opt for the three-year plan by offering them subsidised tablets, which is in line with its aim of promoting digital reading. The offer ends on Aug 31.

Telco provider DiGi Telecommunications Sdn Bhd is The Edge Media Group's subscription partner in its subscription drive. Its chief marketing officer Albern Murty says more Malaysians are getting their news online via different devices.

"We are glad to be in a position to partner with The Edge Malaysia in ensuring readers can continue to read their favourite business paper via the digital medium."

"Subscribers of the digital paper will enjoy a hassle-free data plan from DiGi as they stay up-to-date with the latest developments in the world of business," he adds.

The group has formed partnerships with CIMB Group Holdings Bhd, S P Setia Bhd and BMW Group Malaysia in its move to digitalise its publications. BMW had previously partnered with The Edge Media Group for its digital version of The Edge Financial Daily.

CIMB Group Holdings Bhd's head of marketing and communications Effendy Shahul Hamid says that the decision to digitalise The Edge Media Group's publications is in keeping with the changing times.

"Digital formats of traditional newsprint are becoming the norm and as such, our partnership strategies will also need to evolve in line with industry norms. We look forward to a high-quality product with an equally good-value proposition," says Effendy.

S P Setia executive vice-president Raymond Yap says the group has been a strong supporter of the Edge Media Group and is happy to be part of this milestone.

The company is no stranger to electronic publications, having previously sponsored The Edge Financial Daily's e-publication in 2012.

"The digital age is upon us and it is indeed timely to embrace this new platform as its reach will only grow with time," says Yap.

He adds that the group also recognises that one of the advantages of going digital will be the reduction of print and paper wastage. Thus, the sponsorship is in line with the company's efforts to promote sustainable living and to be a responsible corporate citizen.

"The Setia brand is a strong one in the property industry, having been a household name since 1974. We understand the importance of branding and a partnership with another strong brand such as The Edge Malaysia gives us valuable leverage," Yap adds.

"Moreover, we have been The Edge Malaysia's No1 Property Developer for seven years, the only developer to have achieved this feat since the inception of The Edge Malaysia Property Excellence Awards," he says.

This article first appeared in The Edge Financial Daily, on July 8, 2013.