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fipp.com December 2007 | Magazine World | 27
regional focus
asia pacific
MAGAZINE
PUBLISHING
IN ASIA PACIFIC
AN UNINTERRUPTED SUCCESS STORY OF
MAGAZINE CREATION FOR THE BENEFIT OF
READERS, ADVERTISERS AND SHAREHOLDERS
After 25 years of steady economic growth, Asia
Pacifi c has become a strategic destination for the
international magazine industry. Healthy adspend
growth rates and enviable shareholder returns
have been the norm year-on-year. Didier Guérin
casts an experienced eye over the region, which
generates high value and magazine wealth
I
t is starting to become a bit repetitive. creation of a solid magazine industry in most of publishing companies can enjoy a massive value
Each year at around this time, the company markets. I have been part of many good publishing creation in this region, better and faster than in any
I created eight years ago publishes an online stories and have seen many cases of success. There other part of the world.
newsletter where it reports and projects have been a few failures, too, but not many. These stories are not complete – not yet. A few
magazine advertising spending in the Asia Pacific So when Magazine World asked me to put together more will be written in the next few years. But this
region. Each year, we carefully study reports a section about publishing in Asia Pacific ahead of situation will not go on forever. It will not be long
from ZenithOptimedia and other companies like this year’s WMM in Singapore, I had to give it some before the region’s magazine publishers meet with
GroupM and KPMG, which we compare with our thought. I did not want to write a boring “I told you the daily headaches of their western colleagues:
own direct experience in each market. And each so!” article. Instead, I decided to ask a few of my market saturation; magazine fatigue; along with
year, we come up with the same conclusion: that colleagues to share their experiences in specific expensive and highly risky product launches.
next year’s magazine advertising in Asia Pacific will countries in the region. We can still enjoy a few more good years of
experience a substantial growth, far in excess of You’ll hear about the impressive launch of Vogue relatively accessible magazine markets – I did not
what is to be expected in Europe and in the US. in India this year (Nicholas Coleridge provides say simple – and a lot of magazine wealth creation.
It has been true every year. And several countries us with an emotional piece of the project he
have often enjoyed double digit expansion. has worked on for two years), the creation of the Didier Guérin is a magazine creator who
Fifteen years ago, only Hachette Filipacchi, IDG methodically researched new concept of Psychologies founded Media Convergence Asia Pacific
and Hearst had a real strategy of expansion in Asia in China last year (described by Alain Deroche), to help the establishment of publishers in
Pacific. Today, the region is taken more seriously and you will learn about how InStyle was licensed the Far East. He has launched more than
and most of the large and small publishers have in Thailand (precisely explained by Jim Jacovides). 30 consumer magazines in the Asia Pacific
– or plan to have – a presence in a few countries Finally, you will discover the case of Emap in region. For more data and stories consult
between Japan and Australia. Australia from the man behind the story, Chris www.mediaconv.com
In the meantime, I have seen progress and the Llewellyn, which demonstrates that shareholders
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