41% growth in Hong Kong, 26% growth in South Korea, 8% growth in Singapore
The results of the 2004 Asian Business Readership Survey (ABRS) show that the Financial Times readership has significantly risen in the key Asia markets of Hong Kong, Singapore and South Korea. In addition, the average income of FT readers is significantly higher than those of competitive titles.
The quality of the FT's readership is highlighted in the ABRS 2004 results, as the title's growth has been concentrated in the survey's most international, affluent and upscale business communities. In comparison to the 2001 ABRS figures, the FT's reach has grown by 41% in Hong Kong, by 8% in Singapore and by 26% in South Korea.
Highlights - in relation to ABRS 2001 :
- The FT's reach amongst high-earning individuals (those earning US$200,000+) has increased by 39%, with almost one quarter of FT readers earning this amount, ahead of competitive titles. The average income of FT readers has increased by 15%, and is the highest amongst FT competitors.
- In a shrinking financial and banking market, the FT's reach amongst executives working in finance has increased by 41% (now at 15.2%), and the title now attracts a higher proportion in this sector than its main competitors.
- Half of the FT's readers are C-suite executives, with responsibility for business purchasing decisions at a higher level than competitive titles. The FT's coverage within this group has increased 29%.
- The FT's coverage amongst IT decision-makers is up by 8%, its reach amongst financial services decision-makers has increased by 9%, with a 12% coverage increase amongst frequent international business travellers.
Commenting on the survey results, Su-Mei Thompson, Managing Director for the FT in Asia, said: "We have increased our reach in the key markets of Hong Kong, Singapore and South Korea. It is no coincidence that the FT's reach is greatest in business communities which attract more internationally-minded, higher-earning executives with greater purchasing power.
The FT's recently launched Asia edition meets a clear need amongst Asia's élite for accurate and independent global business information. It has always been our intention to secure sustainable, long-term circulation growth amongst a high level quality audience in Asia, which is a gradual process. It is the quality of circulation which makes the FT an attractive prospect for advertisers."
ABRS is conducted by Ipsos-RSL and covers around 234,000 senior level business people across eight Asian markets (Hong Kong, Indonesia, Malaysia, Philippines, Singapore, South Korea, Thailand and Taiwan). It is the leading Asian business survey, supported by twelve media owners and three agencies, and is the equivalent to EBRS in Europe and JBRS in Japan.
The Financial Times in Asia
Last year, the Financial Times significantly expanded its presence across Asia.
In June 2003, the FT began printing and distributing How To Spend It, its award-winning monthly luxury goods magazine, across the region. In addition, last year saw the FT launch www.zhongwen.ft.com, its first local language website. The simplified Chinese language site, designed for China's fast-rising business community, meets a strong and growing demand for world class business intelligence. The site draws on exclusive material from the FT's global network of specialist reporters and award-winning commentators, and has already attracted over 35,000 registered users. The site provides an effective media vehicle for international advertisers who are keen to build their presence amongst China's business élite.
In September 2003, the FT expanded its network of journalists within the region and launched its dedicated Asia edition, both in print and online. The FT established a news editing operation in Hong Kong prior to the launch of the Asia edition, which now forms part of the company's global editorial network, alongside New York and London.
Please contact Katy Hemmings +44 (0) 20 7873 3811