Normal view MARC view

Asiaweek: positioning a regional magazine

Author: Probert, Jocelyn ; Schütte, HellmutINSEAD Area: Asian Business and Comparative ManagementPublisher: Fontainebleau : INSEAD, 1999. ; INSEAD Euro-Asia Centre (EAC) 1999.Language: EnglishType of document: INSEAD CaseNote: Asiaweek struggles to find the right audience: english speaking, interested in asian, but less in global affairs. This requires careful positioning for which the case provides sufficient data. It also brings on the complex relationship between editorial ambitions and the need for revenus from circulation and advertisingAbstract: From humble beginnings Asiaweek is becoming one of the major weekly magazines in Asia. Now part of the media group Time Warner, it finds it difficult to rightly position itself as a Pan-Asian publication in between local journals and global players like Time and Newsweek. The asian crisis boosts interest in Asiaweek's editorials, but advertising revenue slumps
Tags: No tags from this library for this title. Add tag(s)
Log in to add tags.
Item type Current location Collection Call number Status Date due
INSEAD Case Doriot Library
INSEAD Publications Display
Print Consultation only
INSEAD Case Tanoto Library
INSEAD Publications Display
Print Consultation only

Asiaweek struggles to find the right audience: english speaking, interested in asian, but less in global affairs. This requires careful positioning for which the case provides sufficient data. It also brings on the complex relationship between editorial ambitions and the need for revenus from circulation and advertising

From humble beginnings Asiaweek is becoming one of the major weekly magazines in Asia. Now part of the media group Time Warner, it finds it difficult to rightly position itself as a Pan-Asian publication in between local journals and global players like Time and Newsweek. The asian crisis boosts interest in Asiaweek's editorials, but advertising revenue slumps

There are no comments for this item.

Log in to your account to post a comment.
Koha 3.18 - INSEAD Library Catalogue
Library Home | Contact Us | What's Koha?