Business Week is predicting its Asia-Pacific circulation will surge
past the 75,000 mark by the end of the year from about 72,000
currently.
Ms Connie Bennett, who has just been promoted to the New York-based post
of senior VP and associate publisher, described the uptrend as
"phenomenal", especially since the figure has leapt by almost 100 per
cent from five years ago.
She said that greater customisation of editorial content to suit the
taste and needs of Asian readers was behind this double digit
growth.
To underline the customisation effort in this region, Ms Bennett told
MEDIA that some innovations have been duplicated in the European
edition, bucking the general trend of Western ideas and concepts being
transplanted in Asia-Pacific.
About 50 per cent of the magazine's billings orginate from Japan and
Korea with the secondary markets of Hong Kong and Singapore accounting
for 35 per cent of the pie, according to Mr Alan Lammin, Business Week's
Asia vice-president, managing director.
