Forbes Global raises stakes

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