medias’ past experience in the region
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How to sell advertising in Asia
“ THE QUALITATIVE APPROACH TO A REGIONAL STRATEGY”
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HFM – a pan-Asia publisher
#1 Non-Asian publisher
in Asia
• Japan : 13 titles
• China : 7 titles
• Taiwan : 4 titles
• Hong Kong : 4 titles
• Thailand : 4 titles
• Korea : 3 titles
• Singapore : 2 titles
• Indonesia : 1 title
38 Magazines in
8 countries
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A balanced market presence
To leverage advertising potential
0%
10%
20%
30%
40%
50%
60%
70%
80%
Japan Hong Kong Taiwan SouthKorea
China Thailand Singapore
Country SOM in Asiamagazine ad market
Country SOM in HFM's Asiaad revenues
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Consistent market ?
NO, STRONG DIFFERENCES:
• In size
• In maturity
• In business cultures
• In advertisers local strategies
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Mature market ?
FULL POTENTIAL IS YET TO COME
• Magazines Advertising SOM still small
• Some huge growth potential (China)
• Mature markets just starting their consolidation (Japan, Korea)
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Rational market ?
GENERALLY NOT, BECAUSE:
• Lack of credible audience research• Lack of audited figures (but growing)• “CPM” use is rare
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Power Of Brands
Japan
China
Hong Kong
Korea
Taiwan
Thailand
Singapore
Japan
Thailand
China
Hong Kong
Taiwan
Japan
Korea
Japan
Korea
China
Hong Kong
Taiwan
Thailand
Singapore
Indonesia
22 out of HFM’s 38 titles in Asia have sister editionsNEW
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Power of Relationships
• Focus on Advertorials rely on local contacts
• Business is built on personal relationships and time
PRIORITY TO LOCAL CONTACTS
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Multi-level Sales Activity
1. Country sales team Agency
Client representative
2. Regional (HgKg) Media buying agency
Regional head of client
3. International (IGA) Client’s Headquarter
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Asia in a Global Ad Strategy
Interdeco Global Advertising (IGA)• Offices in 15 countries• Sell 200 titles
– HFM titles– Other titles
• Research Tools– Market data– “Ad Barometer”– “Magtrack” (Secodip)
• Sales structure– By region/countries– By title (international brands)– By category (cars, women…)
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Qualitative services
MAGAZINES = CONSUMER KNOWLEDGE
• Advertorials
• Retail events• Surveys• Internet marketing• Custom publishing…
FROM …..TO
• Retail sales• Direct Marketing• e-Shopping
Magazines as “retailers”
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A Consistent Sales Strategy
• Synergies require strong editorial / marketing
coordination • License deals 1st step or if regulations• HFM’s choice to build a long-term presence
NO LICENSES IN ASIA:– 22 titles: 100% subsidiaries (Japan, Taiwan, HgKg)
– 9 titles : 50/50 JVs (Thailand, Singapore, Korea)
– 7 titles published under Copyright Agreements (China)
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How to sell advertising in Asia
“ THE QUALITATIVE APPROACH TO A REGIONAL STRATEGY”