English Language Magazines in ASIA

1. English Language Magazines • in ASIA 2004 International Magazine conference of Taipei Nov. 15 – 17, 2004 John W Chu Managing Director EmitAsia (TWN) Ltd.

2. Overview • English speaking population • The growth and expansion of English • Niche market environment in Asia • Distinctive issues in some Asian markets • Challenges to English language magazines • in the region • A look at the future

3. English Speaking Population

4. English Speaking Population

5. The growth and expansion in English • Internationalization ( The English imperative) • Growing demand for education and communication • Expanding share of the market • Increase of online English Language population

6. The growth and expansion in English On-Line Language Population (in %)

7. Niche Market Environment in Asia • China - Government control, uncertain for English language magazines • Hong Kong - English may lose its high profile in years to come • Taiwan - Long-term approach to improving English standards • Japan - Needs English for tots • South Korea -Insufficient ability to synthesize the four skills

8. Niche Market Environment in Asia • Philippine - The largest population of fluent English speakers in Asia • Malaysia - Controversy by seeking to promote the use of English • Singapore - General literacy rate 93%, English is widely used and spoken • Thailand - Increasing demand to learn English • India - English is in addition to 21 other state languages

9. Distinctive issues in some Asian markets • The media environment is as diverse as the region’s cultural and political systems • Economic growth versus Government control • Regulatory environment continues • Unclear market positioning

10. Distinctive issues in some Asian markets • Improve for content quality • Negligence of ABC audits • Demand for licensed content and brand building • A necessity of professional publishing training for regional/ global competition

11. Challenges to English language magazines in the region • Emergence of Chinese as a viable second language in Asia • Rapid growth of magazine licensing business • Integration/ consolidation for synergy • Controlled Circulation

12. Challenges to English language magazines in the region • Small share of total advertising spending • Advertising-dependent magazines struggle for survival • The changing market place - Localization & decentralization • E market place • Improve service with e- presence

13. A look at the future • Publishers must move up the value chain in order to survive. Contents creation Production ( generally outsourced) Sales & marketing Design & Layout Editorial Traditional Publishing Value Chain

14. A look at the future • Difficult questions for publishers: What is a publisher in this new electronic age? Information or Content? • To be used for information rather than as a solution. • Offering users information that fits their query.

15. A look at the future • Publishing business is becoming a cradle to grave information and content industry. • Encompassing skills from the creation of content to its manipulation in the most complex of digital environments. • Traditional publishing skills needs to be re-examined.

16. A look at the future • Re-interpretation of these skills in the new digital age. • Widening the management vision. • • Publishers are forced to develop and expand the skills of their staff to cover previously unsought areas.

17. A look at the future • New skills will need to be integrated into publishing businesses to enable them to meet customers’ needs and compete effectively in a global marketplace. • Ongoing expansion of the publishing industry skills footprint will be needed throughout a variety of industry sectors.

18. Thank You