Media choice: BusinessWeek

Beyond being a work reference, my interest in reading skewed depending on my mindset - Woman's Day for lunchtime down-time, Vogue for Melbourne Cup inspiration, Marie Claire for third world women's issues and Home Beautiful for aspirational dreaming. I wasn't an avid reader, or so I thought, until I moved to Hong Kong last year. Now I find myself scanning the newsstands, but my choices are limited to English language titles. As such, I've fallen into the 'business worker business reader' demographic. Time, Business Week and Newsweek are my stable diet. They are all consistently solid in their reporting on the Asian market and world events. In labeling a favourite, Business Week stands out on top, purely because its has the highest score in terms of the number of articles I've cut out for work reference. Its August 9-16 issue on 'The Best Global Brands' is essential reading for advertisers and agencies alike, as it drives home the reality of the empowered consumer, and the cult brand phenomenon that's driving business growth. Unfortunately, Business Week skims the surface on culting. For competitive brand advantage, I highly recommend Douglas Atkin's The Culting of Brand's book.