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.
