Growth Strategies in the

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Growth Strategies in the Asian Region FIPP
Seoul Conference, April 2002 Presented by John
Alexander CEO of PBL Media and ACP Publishing
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Contents

• Overview of PBL
• ACP and its competitive position in the
  Australian magazine sector
• ACP and its Asian operations
• Expansion opportunities in Asia for ACP

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1. Overview of PBL
Our History to Date
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1. Overview of PBL cont
PBL is the market leader in each of our core
operations
Business Market Position Market Share
Nine Network No. 1 40 Advertising Market ACP No.
1 44 Circulation Crown No. 1 75 Australian VIP
market ecorp No. 1 77 Penetration Foxtel No.
1 70 Pay TV market
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1. Overview of PBL cont
Over 10 million Australians come in contact with
a PBL product or service on any given day
Business Audience Statistic
Nine Network
Between 4-8 million viewers each evening ACP
13
million readers annually Crown
10 million visitors
annually ecorp
5.8 million unique visitors per
month Foxtel
780,000 subscribers Fox Sports 1.2m
subscribers
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2. Overview of ACP

• Australia
• 65 titles
• 44 circulation share

• New Zealand
• 22 titles
• 42 circulation share

• Asia
• 10 titles
• Singapore, Malaysia, Taiwan and Thailand

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2. Overview of ACP cont

• ACP has performed well against this trend due to
  three-year restructuring process
• Revenue increased by 4.9 to AUD292 million in
  six months to 31 December 2001 over previous
  corresponding period
• Double-digit bottom-line growth expected for the
  full 2002 financial year
• 39 of advertising market share, up from 36
  last year

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3. ACP in Asia Pacific New Zealand

• Very similar legal and cultural environment to
  Australia
• Largest magazine publisher with 49 advertising
  market share and 22 leading titles
• ACP provides cross-promotional support to Prime
  NZ free-to-air television network, in which PBL
  has a 50 option to buy

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3. ACP in Asia
Country Ownership
Singapore Singapore Womens Weekly ACP
Cleo ACP Finder ACP Harpers BAZAAR 5050
joint venture with Hearst Malaysia Malaysian
Womens Weekly ACP Cleo ACP Finder ACP
Harpers BAZAAR 5050 joint venture with
Hearst Thailand Cleo 4951 joint venture with
Hachette/The Bangkok Post Taiwan Cleo 3070
joint venture with Hwa Ker Publishing
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Factors for success
3. ACP in Asia cont

• Ability to translate the formula of Cleo and
  Womens Weekly on a country-by-country roll-out
• Policy of hiring local editorial and advertising
  sales staff
• Educating the reader to discern your quality
  product over the competition
• Quality researched editorial that does not
  overstep the boundaries of propriety
• Retaining strong editorial branding

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3. ACP in Asia cont
Challenges

• Finding a like-minded local partner where
  required
• Adapting Western-style editorial and production
  standards across the region
• Educating the reader to discern your quality
  product over the competition
• Pressure to discount advertising rate card
• Lack of industry standard audited circulation

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4. Expansion opportunities in Asia for ACP

• Further expansion potential in Asia
• Thailand
• China
• Indonesia
• India
• South Korea
• Publication of non-English editions
• Brand extension
• Sponsorship and events such as Cleo Top 50
  Bachelors
• Beauty guides, cook books, diaries etc
• Untapped cross-media promotion
• Television
• Web sites

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Growth Strategies in the Asian Region FIPP
Seoul Conference, April 2002 Presented by John
Alexander CEO of PBL Media and ACP Publishing