Regional Publishing International 48
ASIA
India, China and the others
Only India and China can still count on double-digit growth.
With the exception of China and India, the
print publishing market on the Asian conti-
MONGOLIA
nent has reached the saturation point. Ad-
vertising revenue growth rates have gradu-
ally fallen to about two to three percent in a
NORTH KOREA
majority of the countries. The boom expe-
rienced in various Southeast Asian and Far
SOUTH KOREA
Eastern countries has surely tapered off, with AFGHANISTAN
CHINA JAPAN
the local publishers now wondering whether
NEPAL
their next growth engine will be online or
PAKISTAN
BHUTAN
mobile media.
TAIWAN
Have advertising budgets moved to China
MYANMAR
BANGLADESH
LAOS
and India? Or is it just that the euphoria of a
INDIA THAILAND VIETNAM
growing number of magazines is influencing
KAMPUCHEA PHILIPPINES
advertisers to invest in these two countries?
Answers are difficult to come by, even though
SRI LANKA
BRUNEI
market forecasts do talk about strong positive
MALAYSIA
growth rates. However, looking at the recent
growth rates in advertising revenues in Japan,
INDONESIA
South Korea, Taiwan, Hong Kong, Singapore
and Malaysia reveals that something is going
wrong somewhere.
For example, consider the fall in advertising would be their best strategy for using the In- However, it is unfortunate that Chinese and
growth rates in Hong Kong and South Korea ternet as a medium. A majority of these pub- Indian publishers do not seem to be too keen
from 15 percent and 22 percent, respective- lishers only have a corporate or a magazine to learn from the dramatic change in the for-
ly, in the year 2005 to three percent in both subscription website in place, while a small tunes of publishers, specifically in countries
countries in the year 2007. The euphoria is number of publishers have started reproduc- like Hong Kong and South Korea.
either dying or is already dead. ing their print content on their publications’ Print publications are certainly here to stay,
What these smaller, but far more developed, websites. there is no doubt about that. However, until
countries experienced a few years ago is being publishers identify what content their readers
experienced by China and India today, which At the other end of the spectrum, Japan has set want in print, on the Internet and on the mo-
are currently clocking advertising growth rates an example for the world on the mobile media bile, they will continually be disappointed.
of about 20 percent per annum. front. The convenience of use of the mobile Publishers need to ask their advertisers where
At the recent Asia Pacific Publishing Con- phone has made mobile undoubtedly the the advertisers’ customers are and what the
vention (APPC) held in Kuala Lumpur, medium of the future. Traditional publishers publishers should do to help the advertisers
Malaysia, the marketing head of an interna- in India, which is technologically quite ad- reach their customers. That is where the an-
tional consumer goods company publicly vanced today, still argue that the print media swers lie.
acknowledged that, while their print advertis- will never be replaced either by the Internet Bhupesh Trivedi
ing budgets have remained stagnant, they are or by mobile phones. Readers’ information
increasingly spending more on establishing needs and media preferences are changing at
direct relationships with their customers and a very fast pace. It is not just a shift in media
CRM solutions. With the Internet coming of options, but in content preference as well. Consider the fall in advertising growth
age and a large number of potential customers International publishers too seem to be risk- rates in Hong Kong and South Korea from
looking to the Internet for their information weary and are sticking to their earlier models 15 percent and 22 percent, respectively, in the
needs, advertisers too are changing tracks and of success, hoping that their successful for- year 2005 to three percent in both countries
moving to the new media. mula in the American and European markets in the year 2007. The euphoria is either dying
It was very evident at the APPC that pub- will succeed in Asian countries as well. Local or is already dead.
lisher after publisher was questioning what publishers also seem to be getting swayed.
AAU07_2722_Inhalt.indd 48U07_2722_Inhalt.indd 48 008.11.2007 13:51:36 Uhr8.11.2007 13:51:36 Uhr
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