ASIA FIPP Asia Pacific Regl Media Conf. Seoul , Korea 16-18 - - PowerPoint PPT Presentation

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ASIA FIPP Asia Pacific Regl Media Conf. Seoul , Korea 16-18 - - PowerPoint PPT Presentation

May 16, 2023 164 likes •316 views

SELLING MAGAZINE ADVERTISING IN ASIA FIPP Asia Pacific Regl Media Conf. Seoul , Korea 16-18 April, 2002 ASIA More than 3.5 billion people No single unified currency Many different languages dialects Varying

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SLIDE 1

SELLING MAGAZINE ADVERTISING IN

ASIA

FIPP – Asia Pacific Reg’l Media Conf. Seoul , Korea 16-18 April, 2002

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SLIDE 2

ASIA

  • More than 3.5 billion people
  • Varying government

philosophies

  • No single unified currency
  • Many different languages

dialects

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SLIDE 3
  • Represents nearly 15% of

Top Global Advertisers

  • Rapidly expanding cable

satellite

ASIA

  • Over 32,000 local

magazine titles

  • Increased internet penetration
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SLIDE 4

ASIA

Rapid increase of Foreign Magazine Brands

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SLIDE 5

INCREASED CHOICES

BILLBOARD

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SLIDE 6
  • Magazine Business Formula more heavily weighted

to Advertising $$$…NOT Circulation $$$

SOME OBSERVATIONS ABOUT THE CURRENT ASIAN MAGAZINE SELLING ENVIRONMENT

  • LIMITED “local” SYNDICATED RESEARCH

to evaluate competitive positioning

  • SPOTTY VERIFICATION of claimed circulation
  • Advertising Pricing usually LOW CPM.

(low cost vs. circulation)

  • Rely on page volume.
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SLIDE 7

SOME OBSERVATIONS ABOUT THE CURRENT ASIAN MAGAZINE SELLING ENVIRONMENT

  • IMPORT ADVERTISING

REVENUE = LIMITED

  • EXPANSION OF CABLE/SATELLITE increases

need to position magazines in total media mix

  • BUYing and SELLING PROCESS heavily weighted

toward AGENCY MEDIA DEPT.

  • Predominately JUNIOR SALES staff…

POORLY TRAINED… SELL BARE HANDED

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SLIDE 8

ASIA

MAGAZINE’S SHARE OF AD SPEND IN AN EVER INCREAING FRAGMENTED MEDIA MIX

  • Increased local magazine competition
  • Increased foreign magazine Licensee/J.V.’s
  • New media forms (Cable/Satellite/Internet)

1990 2000

Source: AC Nielson.

T.V. 37.6% Newspapers 34.0% Magazines 8.7% Radio 5.8% Outdoor 13.9% Newspapers 32.0% Magazines 8.3% T.V. 43.4% Radio 4.8% Outdoor 11.4%

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SLIDE 9

Japan Korea Taiwan Hong Kong Singapore Malaysia Thailand China

Magazine’s Relative Success in Local Asian Markets

S-O-M Total Adv. Spend

9.7% 3.7% 10.5% 13.4% 4.6% 4.2% 4.6% 2.7% $42,000 $6,721 $1,995 $3,546 $870 $818 $1,473 $4,753

Source: AC Nielson.

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SLIDE 10

ASIAN CULTURAL DIFFERENCES INFLUENCE LOCAL BUYING / SELLING PROCESS

(Each Country has Varying Emphasis)

Parent Company Influence Magazine/ Client Agency Relationship Personal Relationship Editorial Brand Strength Consumer Commitment Circulation Verification Discounts Marketing Support Service Numerical Evaluation Research Japan Korea China Taiwan Hong Kong Singapore Indo Malaysia Thailand Aust./ N.Z.

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SLIDE 11

THE SUCCESSFUL FORMULA FOR MAGAZINE ADVERTISING SALES IN ASIA

  • DEMONSTRATE

“VALUE”{

  • SELL BENEFIT of

Magazine Reader to Prospective Advertiser

RELEVENT/DIFFERENT EDITORIAL

  • wanted by the consumer

CONSUMER COMMITTMENT SUPPORTING ADVERTISERS

  • willing to pay a price to buy/ read

(OR ANY OTHER PLACE IN THE WORLD!)

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SLIDE 12
  • DEMONSTRATE VALUE – SELL BENEFIT

Demonstrate that your product is wanted by the consumer – and that the reader is ideally suited to purchase / support the advertiser’s product

THE SUCCESSFUL FORMULA FOR MAGAZINE ADVERTISING SELLING IN ASIA

  • Show knowledge of the advertiser’s business
  • Markets • Challenges • Goals
  • Project the editorial products mission/ purpose
  • Have a main point and relate it to the big picture
  • Recommend a specific plan
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SLIDE 13
  • more competition for business
  • more key influences to sell (agency/ client)
  • a tougher/ more subjective and objective set of

standards on which your magazine is being evaluated

  • personal agendas of the buyer

SUMMARY Asian Magazine Reps… “this Bud’s for You!” “ this Bud’s for You!”

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SLIDE 14
  • 1. Better Trained
  • Knowledge of magazine’s editorial

Mission/ Purpose

  • Why your magazine fits the

advertisers objective

To Win in Today’s Selling Environment

  • 2. Armed With Better Selling Tools
  • Profile of readers
  • Accountability of Circulation Claim

SUMMARY

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SLIDE 15
  • 3. Understand that Magazines are Only One

Communication Option

  • Know (ask) how other media forms (Cable/ TV

Newspaper/ Internet) will be used

To Win in Today’s Selling Environment

  • 4. Broaden Your Selling Contacts
  • Go beyond Agency Media Department
  • Sell up…

as well as down

  • Look for impact adv. Opportunities. “Special Units/

Special Opportunities”

SUMMARY

Sell Benefit! Sell Benefit! Sell Value! Sell Value!