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: Latest version available via https://publishing.insead.edu • 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| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Asia Campus Archives | Consultation only | BC000362 | ||||
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Europe Campus INSEAD Publications Display | Consultation only | BC000361 |
Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>
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
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