Forbes Global raises stakes

Forbes Global is rapidly asserting itself as a major business and finance bi-weekly in Asia-Pacific. Launched just two years ago in the region, the publication has already created for itself a circulation base of 35,000. And it expects this figure to jump a further 30 per cent to around the 45,000-mark by the middle of next year, according to Prashun Dutt, Forbes Global's director of marketing and research. The title is being audited by ABC, and its first half performance will be published later soon. "Forbes in the US is the top magazine in its category. And although the international edition in Europe and Asia is still new, the circulation growth and research data point to Forbes Global being a player to be reckoned with," Mr Dutt told MEDIA. He added that research has shown that "Forbes Global has a better readership profile in its own domain; the upper echelon of the business world". In a bid to bring this fact to the attention of media specialists, the magazine has launched a global print campaign based on data extracted from the Euro 2000 survey, conducted by London-based Ipsos-RSL Media. The campaign uses simple but vivid imagery such as a passenger jet and an office floor plan to show where Forbes Global readers can be found and where the readers of rival publication The Economist sit. The visual is supported by text taken from Europe 2000 data. One reads: "12 per cent of Forbes Global readers travel first class on long-haul flights. 96 per cent of Economist readers don't." Another says: "51 per cent of Forbes Global readers are in top or senior management. 60 per cent of Economist readers aren't." "I deliberately wanted to keep everything simple because not too many people aren't going to read your ad if there are too many words," Mr Dutt said. The campaign concept was executed by London-based agency DLKW Bozell. The creative director was Richard Warren. Forbes Global has experienced a strong start since formally entering the Asia-Paicific market two years ago; its revenue jumped 81 per cent to US$3.4 million last with a 1.15 per cent market share, according to CMR.

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