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Current Perspectives on Magazine Publishing in the Asia-Pacific Region

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Title: Current Perspectives on Magazine Publishing in the Asia-Pacific Region


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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