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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

FIPP Asia-Pacific Magazine Media Regional Conference

Seoul , Korea

April 16-18 , 2002

Tom Gorman

Chairman

CCI Asia-Pacific Ltd.


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Some Key Issues Asia-Pacific Region

  • 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


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Asia-Pacific regional market Asia-Pacific Region

  • 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


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National/local markets Asia-Pacific Region

  • 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


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Other Trends to Watch Asia-Pacific Region

  • 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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