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Current Perspectives on Magazine Publishing in the Asia-Pacific Region

Current Perspectives on Magazine Publishing in the Asia-Pacific Region. FIPP Asia-Pacific Magazine Media Regional Conference Seoul , Korea April 16-18 , 2002 Tom Gorman Chairman CCI Asia-Pacific Ltd. Some Key Issues. Regional Asia-Pacific magazine market

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Current Perspectives on Magazine Publishing in the Asia-Pacific Region

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  1. Current Perspectives on Magazine Publishing in the Asia-Pacific Region FIPP Asia-Pacific Magazine Media Regional Conference Seoul , Korea April 16-18 , 2002 Tom Gorman Chairman CCI Asia-Pacific Ltd.

  2. Some Key Issues • Regional Asia-Pacific magazine market • Challenges to regional English language magazines • Emergence of Chinese as a viable second regional language • National/local markets • Governments wrestle with “growth” versus “control” with regard to foreign investment rules and local regulations • Magazines’ changing role in the competitive media picture • Common need for better education & communication • Professional/ethical issues • Rapid growth of magazine licensing business • Demand for professional magazine publishing training

  3. Asia-Pacific regional market • English language regional magazines face new challenges • Chinese could emerge as a viable second regional language for magazines but not yet established as such • Localization and decentralization of media buying continue to be dominant trends in Asia-Pacific markets • Equity market conditions make market entry strategies for publicly owned companies more challenging than ever • managing shareholder expectations ; long-term versus short term • enhances attractiveness of licensing

  4. National/local markets • Governments struggling with “growth” versus “control” issues with regard to foreign investment in Asia-Pacific media markets : changes afoot • Magazines still obtain a very small share of total advertising spending in most Asian markets • Onerous regulatory environment continue to impede magazine industry growth in some Asian markets • Lack of clear positioning strategy a common cause of commercial failure among local magazines • Lack of circulation audits retards magazine adspend growth • Demand for licensed content and brands growing • Demand for better quality , objective local content growing quickly • Globalization helps drive demand for better professional training

  5. Other Trends to Watch • Controls on cross-media ownership and some types of foreign investment in media being loosened • China , India , Australia, Korea • Consolidation/globalization of ad agencies continues • Media buyers demanding closer linkage to relevant content in the media selection process • Continued consolidation of Asia-Pacific print media in 2002 • Multi-tasking of content development will accelerate for multiple use in magazines , online , and other forms of media • “Branding” fever accelerating in faster-growing Asian consumer markets among local as well as global players

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