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>
by
|
10/27/2000
Barron's, one of the premium financial publications in North
America, says its advertising base in Asia-Pacific is growing steadily
and expects this trend to continue in the foreseeable future.
Editor, publisher and president Edwin Finn said that five years ago,
overseas advertising accounted for about two per cent of total
revenue.
"This year, however, this has built up to about two per cent from Asia
and 10 per cent from Europe and I expect Asia to come up to five per
cent within the next five years," he told MEDIA.
Barron's has a circulation of more than 310,000 copies, with the readers
representing the most affluent group of people in society. The vast
majority of this circulation resides in America, with Asia accounting
for about 2,000 of that figure.
Mr Finn said he expected the Asia circulation figure to rise to about
5,000 over the next few years, however, he stressed that the Dow Jones
weekly newspaper was not looking to spin off an Asian edition just
yet.
"The circulation figures have to be a lot higher than what it is now to
warrant an Asian edition. To print here in Asia, we would probably need
a circulation of between 10,000 and 15,000," he said.
But he stressed that there was no concerted effort as yet to grow the
advertising and circulation in Asia.
"This is not even on the drawing board yet but it's at the back of our
minds. In the last five years, the US has kept us so busy: expanding
technology coverage, focusing on Silicon Valley companies, even rating
online brokerages.
"There was so much going on that we made a conscious decision to make
sure we have the best product possible in the US market first before
looking at opportunities abroad," Mr Finn said.
However, he hinted that the weekly might actively explore avenues to
expand its presence in Asia-Pacific in the near future.
