FOCUS - REGIONAL PUBLICATIONS: Barron's sees A-P potential

<p>Barron's, one of the premium financial publications in North </p><p>America, says its advertising base in Asia-Pacific is growing steadily </p><p>and expects this trend to continue in the foreseeable future. </p><p><BR><BR> </p><p>Editor, publisher and president Edwin Finn said that five years ago, </p><p>overseas advertising accounted for about two per cent of total </p><p>revenue. </p><p><BR><BR> </p><p>"This year, however, this has built up to about two per cent from Asia </p><p>and 10 per cent from Europe and I expect Asia to come up to five per </p><p>cent within the next five years," he told MEDIA. </p><p><BR><BR> </p><p>Barron's has a circulation of more than 310,000 copies, with the readers </p><p>representing the most affluent group of people in society. The vast </p><p>majority of this circulation resides in America, with Asia accounting </p><p>for about 2,000 of that figure. </p><p><BR><BR> </p><p>Mr Finn said he expected the Asia circulation figure to rise to about </p><p>5,000 over the next few years, however, he stressed that the Dow Jones </p><p>weekly newspaper was not looking to spin off an Asian edition just </p><p>yet. </p><p><BR><BR> </p><p>"The circulation figures have to be a lot higher than what it is now to </p><p>warrant an Asian edition. To print here in Asia, we would probably need </p><p>a circulation of between 10,000 and 15,000," he said. </p><p><BR><BR> </p><p>But he stressed that there was no concerted effort as yet to grow the </p><p>advertising and circulation in Asia. </p><p><BR><BR> </p><p>"This is not even on the drawing board yet but it's at the back of our </p><p>minds. In the last five years, the US has kept us so busy: expanding </p><p>technology coverage, focusing on Silicon Valley companies, even rating </p><p>online brokerages. </p><p><BR><BR> </p><p>"There was so much going on that we made a conscious decision to make </p><p>sure we have the best product possible in the US market first before </p><p>looking at opportunities abroad," Mr Finn said. </p><p><BR><BR> </p><p>However, he hinted that the weekly might actively explore avenues to </p><p>expand its presence in Asia-Pacific in the near future. </p><p><BR><BR> </p>