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The Pan Asia-Pacific Cross Media Survey PAX 2008/09 Survey Results PAX 2008 Q3 - 2009 Q2 (excl Japan - Print) Global Research Department.

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Presentation on theme: "The Pan Asia-Pacific Cross Media Survey PAX 2008/09 Survey Results PAX 2008 Q3 - 2009 Q2 (excl Japan - Print) Global Research Department."— Presentation transcript:

1 The Pan Asia-Pacific Cross Media Survey PAX 2008/09 Survey Results PAX 2008 Q Q2 (excl Japan - Print) Global Research Department

2 Background The Pan Asia-Pacific Cross Media Survey (PAX) is an upscale media tracking survey in this region. It is mainly a consumption survey consisted of the data of 11 markets: Bangkok, Hong Kong, India, Jakarta, Kuala Lumpur, Manila, Melbourne, Seoul, Singapore, Sydney and Taipei. Respondents are aged PAX has continual six-monthly updates. Fieldwork is carried out continuously throughout the year to pinpoint shits in media habits and consumption behaviour. PAX measures 102 titles (25 of these are international titles), 33 TV/Print website and 78 Internet websites Main sections covered by PAX: Print Television Internet Travel behaviour Financial products ownership Alcohol consumption in past 4 weeks Personal ownership of and purchase intention of Wireless application Household ownership of and purchase intent of Sports activities Places visited in the past 6 months Club membership Types of business activities engaged in the past 12 months Psychographics Involvement in different purchase decision making

3 FT Readership Growth Coverage Change in readership from Q TO Q2 2009: The FT doubled its readership (up 97%) over the past 5 years.

4 International press/online titles combined – YOY reach Source: PAX 2008 Q Q2 (ex Japan – Print) -2% -8% -10% +9% +12% No change Print titles: AIR Websites: Visited In Past 30 days

5 International press titles – Average Issue Readership Source: PAX 2008 Q Q2 (ex Japan – Print) The FT is the largest international daily tracked on the survey

6 The FT is the leading daily Intl business title to reach Key audiences in Asia/Pacific The FT reaches more PAX respondents than the WSJ Asia and IHT combined. The FT also reaches more BDMs or Top Managers that the WSJ Asia and IHT combined. Source: PAX 2008 Q Q2 (ex Japan – Print)

7 Business Decision Makers The Financial Times is read by more IT+Telecom decision makers, Financial decision makers, Logistic decision makers and Raw materials decision makers than the WSJ Asia and the IHT. Source: PAX 2008 Q Q2 (ex Japan – Print)

8 The FT is the leading daily Intl business title to reach frequent air travellers The FT reaches more frequent air travellers than the WSJA and the IHT. The FT not only reaches more frequent travellers but it also reaches more individuals who travel Business/First class when travelling on business and/or for leisure Source: PAX 2008 Q Q2 (ex Japan – Print)

9 Readership of The FT (As read by FT readers) Almost 1 in 5 Asian FT readers read the FT in almost its entirety and almost two thirds read at least half of the paper. On average, FT readers read 48% of the Asian FTN. Interesting to note that more than 1 in 10 WSJA readers (11.4%) and IHT readers (10.7%), who read the FT, read the FT in almost its entirety, on average, WSJA readers, who read the FT, read 54% of the Asian FTN and IHT readers read 49% of the Asian FTN) Source: PAX 2008 Q Q2 (ex Japan – Print)

10 Top-line results – FT.com

11 As with the printed product, FT.com is the No One, alongside WSJ.com, Intl daily publication.com site on PAX. *Based on 4 weekly reach FT.com is the leading International daily bus news Website Visited In Past 30 days

12 Purchases/Reservations Made On Internet Reach More FT.com users make purchases / reservations on the internet than WSJ or IHT users. Visited In Past 30 days

13 Conclusions Although the FT has a lower coverage than some of the business weekly magazines, it is the largest international daily tracked on the survey. The FT is not only read (both on and offline) by more people than any other international daily print title or website equivalent, but it also shows an increase in readership of 9% year on year The FT reaches more PAX respondents than the WSJ Asia and IHT combined. The FT also reaches more BDMs or Top Managers than the WSJ Asia and IHT combined 1 in 5 Asian FT readers read the FT in almost its entirety and almost two thirds read at least half of the paper. On average, readers read 48% of the Asian FTN.

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