TV and print still hold authority within Asia
13 December 2011
Following a similar pattern to their counterparts in Europe, Asia's business elite are continuing to interact with traditional newspapers and magazines on a daily basis, leaving digital with some way to go to grab their eye, explains Jenni Baker
The BE:Asia results show that at 98%, reading newspapers and magazines is the most popular way for business leaders to consume media in Asia, followed by watching TV at 81% and visiting websites at 74%.
Wall Street Journal Asia (WSJA) continues to lead the dailies with an average issue readership (AIR) of 20.0%, which translates to reaching 47,708 executives.
“This year’s results demonstrate that print is alive and well with readership levels among most international print titles up and readership of the WSJA having increased more than most,” says WSJ vice-president of marketing for Asia-Pacific Shawn Hiltz.
The Financial Times (FT) with an AIR of 15.5%, the International Herald Tribune at 8.9% and USA Today with an AIR of 5.4% round out the dailies’ category.
BEST IN CLASS
Following a similar pattern to the BE:Europe results, international business news and information appears to be a staple in the lives of the business elite on both sides of the globe.
“The FT is going from strength to strength, with print coverage increasing by 10% in Asia,” says FT global commercial director and deputy chief executive Ben Hughes.
In the weekly category, Time continues to lead with an AIR of 24.6%. Fortune, which made its appearance in the ranking for the first time, follows with an AIR of 22.8%, edging out Newsweek’s AIR of 22.3%. The Economist follows closely at 20.0%, with Yazhou Zhoukan completing the top five at 6.7%.
National Geographic Magazine (NGM) maintains its position among the monthlies with an AIR of 22.7%, closely followed by the debutant Forbes at 20.8%. Readers Digest (English), Harvard Business Review and Business Traveller all round out the top five with AIRs of 17.1%, 15.9% and 13.3% respectively.
“NGM is pleased to again be recognised as the most widely-read monthly title,” says National Geographic global media managing director of international advertising Charlie Attenborough. “In an age of increasing consumer media choices and a proliferation of new media platforms, NGM continues to create both an intellectual and emotional connection to the business elite.”
Despite seeing its weekly reach drop by 2%, CNN continues to dominate the TV category with a weekly reach of 51.8%, followed in second by Discovery Channel at 44.8%. National Geographic, BBC World News and Channel News Asia complete the top five with weekly reaches of 41.9%, 36.0% and 23.7%, respectively. CNBC narrowly misses out on the top five with a reach of 23.0%.
With a monthly website reach of 24.6%, CNN.com is the clear frontrunner, with the majority of the top five being separated by one percentage point. BBC.com/BBC.co.uk comes in second with a monthly reach of 17.4%, followed by cnnmoney.com (fortune. com) at 15.1%, bloomberg.com at 14.2%, and businessweek.com at 14.0%.