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The Pan Asia-Pacific Cross Media Survey. PAX 2008/09 Survey Results PAX 2008 Q3 - 2009 Q2 (excl Japan - Print). Global Research Department.

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The Pan Asia-Pacific Cross Media Survey

PAX 2008/09 Survey Results

PAX 2008 Q3 - 2009 Q2 (excl Japan - Print)

Global Research Department


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The Pan Asia-Pacific Cross Media Survey (PAX) is an upscale media tracking survey in this region. It is mainly a consumption survey consisted of the data of 11 markets: Bangkok, Hong Kong, India, Jakarta, Kuala Lumpur, Manila, Melbourne, Seoul, Singapore, Sydney and Taipei. Respondents are aged 25-64

PAX has continual six-monthly updates. Fieldwork is carried out continuously throughout the year to pinpoint shits in media habits and consumption behaviour.

PAX measures 102 titles (25 of these are international titles), 33 TV/Print website and 78 Internet websites

Main sections covered by PAX:

Print

Television

Internet

Travel behaviour

Financial products ownership

Alcohol consumption in past 4 weeks

Personal ownership of and purchase intention of

Wireless application

Household ownership of and purchase intent of

Sports activities

Places visited in the past 6 months

Club membership

Types of business activities engaged in the past 12 months

Psychographics

Involvement in different purchase decision making

Background


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FT Readership Growth

Change in readership from Q2 2004 TO Q2 2009:

The FT doubled its readership (up 97%) over the past 5 years.

Coverage


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Print titles: AIR

Websites: Visited In Past 30 days

International press/online titles combined – YOY reach

-2%

-8%

-10%

+9%

+12%

No change

No change

Source: PAX 2008 Q3 - 2009 Q2 (ex Japan – Print)


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International press titles – Average Issue Readership

The FT is the largest international daily tracked on the survey

Source: PAX 2008 Q3 - 2009 Q2 (ex Japan – Print)


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The FT is the leading daily Int’l business title to reach Key audiences in Asia/Pacific

The FT reaches more PAX respondents than the WSJ Asia and IHT combined.

The FT also reaches more BDMs or Top Managers that the WSJ Asia and IHT combined.

Source: PAX 2008 Q3 - 2009 Q2 (ex Japan – Print)


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Business Decision Makers

The Financial Times is read by more IT+Telecom decision makers, Financial decision makers, Logistic decision makers and Raw materials decision makers than the WSJ Asia and the IHT.

Source: PAX 2008 Q3 - 2009 Q2 (ex Japan – Print)


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The FT is the leading daily Int’l business title to reach frequent air travellers

The FT reaches more frequent air travellers than the WSJA and the IHT.

The FT not only reaches more frequent travellers but it also reaches more individuals who travel Business/First class when travelling on business and/or for leisure

Source: PAX 2008 Q3 - 2009 Q2 (ex Japan – Print)


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Readership of The FT (As read by FT readers)

Almost 1 in 5 Asian FT readers read the FT in almost its entirety and almost two thirds read at least half of the paper.

On average, FT readers read 48% of the Asian FTN.

Interesting to note that more than 1 in 10 WSJA readers (11.4%) and IHT readers (10.7%), who read the FT, read the FT in almost its entirety, on average, WSJA readers, who read the FT, read 54% of the Asian FTN and IHT readers read 49% of the Asian FTN)

Source: PAX 2008 Q3 - 2009 Q2 (ex Japan – Print)


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Top-line results – FT.com


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Visited In Past 30 days

FT.com is the leading International daily bus news Website

As with the printed product, FT.com is the No One, alongside WSJ.com, Int’l daily publication .com site on PAX.

*Based on 4 weekly reach


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Visited In Past 30 days

Purchases/Reservations Made On Internet

Reach

More FT.com users make purchases / reservations on the internet than WSJ or IHT users.


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Conclusions

Although the FT has a lower coverage than some of the business weekly magazines, it is the largest international daily tracked on the survey.

The FT is not only read (both on and offline) by more people than any other international daily print title or website equivalent, but it also shows an increase in readership of 9% year on year

The FT reaches more PAX respondents than the WSJ Asia and IHT combined.

The FT also reaches more BDMs or Top Managers than the WSJ Asia and IHT combined

1 in 5 Asian FT readers read the FT in almost its entirety and almost two thirds read at least half of the paper. On average, readers read 48% of the Asian FTN.


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For further information please contact:

Email: research@ft.com


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