FEATURES: Back from the brink at last - Asia-Pacific's newspaper industry begins to shake off the economic doldrums

<p>What a difference a year can make. </p><p><BR><BR> </p><p>Only 12 months ago, in the midst of a devastating economic crisis that </p><p>gripped most Asian countries, the newspaper business must have seemed </p><p>the most depressing of businesses to be in. </p><p><BR><BR> </p><p>Declining readership and slashed advertising revenues led to reductions </p><p>in both staff numbers and corporate earnings. </p><p><BR><BR> </p><p>Publishers were questioning the long-term viability of their business </p><p>model, and some were even considering closing-up shop. </p><p><BR><BR> </p><p>But today, a different story is rapidly unfolding and optimism </p><p>reigns. </p><p><BR><BR> </p><p>In some markets, readership has returned to pre-crisis levels and, in a </p><p>few, has even hit all-time highs. Advertising revenues have rebounded </p><p>significantly across the region. </p><p><BR><BR> </p><p>Many publishers are aggressively exploring new frontiers in printing and </p><p>distribution. And a rapid move to the Internet - seen as a complement to </p><p>current business practices, rather than a threat - is in some instances </p><p>re-defining the economics of the newspaper business. </p><p><BR><BR> </p><p>How did we get here, and what will the future bring? </p><p><BR><BR> </p><p>Readers retreat, then return </p><p><BR><BR> </p><p>The economic turmoil that hit most Asian countries in 1997 dramatically </p><p>affected all categories of consumer spending. </p><p><BR><BR> </p><p>This included the smallest daily expenditures, including the purchase of </p><p>a daily newspaper. </p><p><BR><BR> </p><p>In almost all markets across Asia, newspaper circulations took a dive in </p><p>1998, as consumers reduced - or eliminated - all 'discretionary' </p><p>spending. </p><p><BR><BR> </p><p>We conducted a series of consumer focus groups across seven countries in </p><p>Asia in late-1998 to explore the effects of the economic situation on </p><p>people's media consumption habits. </p><p><BR><BR> </p><p>Almost without exception, people told us they had either reduced the </p><p>frequency of daily newspaper purchases, or had eliminated them </p><p>altogether. </p><p><BR><BR> </p><p>"I can get my news for free on TV," one Thai housewife told us </p><p>resolutely. </p><p><BR><BR> </p><p>"Why should I buy a newspaper when I need money for other things?" </p><p><BR><BR> </p><p>We received similar explanations across the region. </p><p><BR><BR> </p><p>As household budgets were pinched, newspapers were often viewed as a </p><p>'luxury' purchase. </p><p><BR><BR> </p><p>But this is now changing. As economies have rebounded, purchasing power </p><p>has increased. </p><p><BR><BR> </p><p>Newspapers have made a comeback in a number of markets as a result. Even </p><p>in markets where daily readership was down in 1999 versus 1998, early </p><p>indications in 2000 show growth to 'pre-crisis' levels. And as readers </p><p>have returned, so have advertisers. </p><p><BR><BR> </p><p>Most newspapers across Asia experienced a severe downturn in advertising </p><p>expenditure beginning late-1997, which continued through 1998. </p><p><BR><BR> </p><p>Markets like South Korea and Thailand suffered year-on-year decreases of </p><p>more than 40 per cent in 1998. But during the second half of 1999, </p><p>significant gains were realised in all markets (excluding Japan). </p><p><BR><BR> </p><p>Renewed growth was generated by the return of big-spend categories like </p><p>retail services, but also by strong growth from 'new' areas such as </p><p>telecoms, financial services, healthcare and pharmaceuticals, and of </p><p>course, dotcom advertisers. </p><p><BR><BR> </p><p>Perhaps the greatest contributor to the resurgence, however, was </p><p>classified advertising. </p><p><BR><BR> </p><p>As economies strengthened, recruitment advertising returned with a </p><p>vengeance in most markets (much of it fuelled by those same dotcom </p><p>companies mentioned above). Another contributing factor to the growth in </p><p>ad revenues in 1999 was a greater willingness by publishers to accept </p><p>more innovative uses of the newspaper medium by advertisers. </p><p><BR><BR> </p><p>Nike, as an example, moved significant budgets out of TV and other media </p><p>to capitalise on creative opportunities put forward in markets like Hong </p><p>Kong and Taiwan. </p><p><BR><BR> </p><p>As we continue into 2000, the basic fundamentals have returned to a </p><p>reasonable state-of-health, and Asia's newspaper industry is wisely </p><p>turning its attention to more significant challenges and opportunities. </p><p>As a result of tumultuous technological change, and not for the first </p><p>time, the future of the newspaper format is being questioned. </p><p><BR><BR> </p><p>Some say the Internet will stop the printing presses. </p><p><BR><BR> </p><p>But in speaking to publishers across Asia, one sees a strong conviction </p><p>that there is a great deal of life left for well-managed newspapers. </p><p><BR><BR> </p><p>Newspapers are broadly in the business of delivering news, comment and </p><p>analysis. </p><p><BR><BR> </p><p>And the best-managed newspapers in Asia have realised this means </p><p>delivering their content in many forms - both printed and </p><p>electronic. </p><p><BR><BR> </p><p>This is happening in every country across Asia, and perhaps the best </p><p>demonstration of how this 'new thinking' is put into action is from the </p><p>South China Morning Post (SCMP), Hong Kong's leading English-language </p><p>daily. </p><p><BR><BR> </p><p>The SCMP has moved aggressively to the Web, building scmp.com into one </p><p>of the most-visited sites in Hong Kong. </p><p><BR><BR> </p><p>Much of scmp.com's popularity is due to fresh, original news content, an </p><p>innovative approach to online job recruitment (building on SCMP's </p><p>dominance of printed recruitment advertising in Hong Kong) - it no doubt </p><p>helps that they have a comprehensive horse racing site to satisfy Hong </p><p>Kong's voracious gamblers. </p><p><BR><BR> </p><p>SCMP is also moving aggressively into new 'space', having recently </p><p>launched a wireless edition of scmp.com for hand-held computing </p><p>devices. </p><p><BR><BR> </p><p>It is approaches like this - using new technologies to build on </p><p>established franchises, rather than hand-wringing over perceived threats </p><p>- that will lead Asia-Pacific's newspapers into a secure future. </p><p><BR><BR> </p><p>One year ago, the picture for newspapers in Asia must have seemed bleak </p><p>to many observers. But, in keeping with the true character of this </p><p>region, publishers have adapted quickly. </p><p><BR><BR> </p><p>They have re-built the basics of the business: loyal readership and </p><p>committed advertisers. </p><p><BR><BR> </p><p>And more importantly, they are quickly embracing new technologies and </p><p>business models to build strong franchises for the future. </p><p><BR><BR> </p>