How to sell advertising in Asia

“ THE QUALITATIVE APPROACH TO A REGIONAL STRATEGY”

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

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

Consistent market ?

NO, STRONG DIFFERENCES:

• In size

• In maturity

• In business cultures

• In advertisers local strategies

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)

Rational market ?

GENERALLY NOT, BECAUSE:

• Lack of credible audience research• Lack of audited figures (but growing)• “CPM” use is rare

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

Power of Relationships

• Focus on Advertorials rely on local contacts

• Business is built on personal relationships and time

PRIORITY TO LOCAL CONTACTS

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

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…)

Qualitative services

MAGAZINES = CONSUMER KNOWLEDGE

• Advertorials

• Retail events• Surveys• Internet marketing• Custom publishing…

FROM …..TO

• Retail sales• Direct Marketing• e-Shopping

Magazines as “retailers”

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)

How to sell advertising in Asia

“ THE QUALITATIVE APPROACH TO A REGIONAL STRATEGY”