English Language Publishing in Asia
Marketing publisher trash-talks rival Media Magazine
Justin Randles, founder of Marketing Magazine, trashtalks the competition in this Marketing Magazine, trashtalks the competition in this video below, saying why you should read his recently launched publication and ignore his highly established main competitor, Media Magazine.
(With Marketing magazine fighting Media magazine it can get somewhat confusing. Can someone please tell these guys to think up more creative titles for their publications?)
Founded out of Singapore by Randles in 2002, Marketing Magazine is intended to attract marketing, advertising and media professionals in Asia. The publication has opened up market-by-market using an online first strategy. If the online audience seems to justify the investment, they launch a publication, as they recently did in Hong Kong in 2007.
Media Magazine, published by industry giant Haymarket, just doesn’t match the ambitions of Marketing Magazine, Randles said.
“Their approach is pretty much one magazine for Asia, whereas we treat each country as a separate and parochial market,” Randles said. “When we go into one market, such as Singapore, we really focus on the needs of our target audience in that particular market.”
In the second video, Matt Eaton, editor of Marketing Magazine for Hong Kong, explains his editorial approach to the market.
Update from Eaton: Marketing will soon be audited in Hong Kong. They currently claim a print run of 9500 mags for Hong Kong and added another 1116 email addresses added in China this week to make for a total of 8500 e-newsletters going out each weekday in Hong Kong and China
Anyone from Media Magazine available for comment?
More on Randles’ market-entry strategy in a previous posting Justin Randles: 4 ways the Internet has changed niche publishing.
This is a further installment of my postings on English language publishing in Asia.
Discussion
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6 comments for “Marketing publisher trash-talks rival Media Magazine”
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What happened to the Randles video? Clicking on it says it has been removed…
Please do ask media about losing their entire team on digital media and a handful of senior writers last year
@Ham:
Randles video worked just fine for me:
http://www.youtube.com/watch?v=sBP2PgmvLJk
Trash-talk? Ya kiddin’ aren’t ya, Tom? I thought I was pretty restrained and very respectful of our Haymarket friends in that vid – it’s not always that genteel out in the market! For the record, all of us at Marketing and Media/DigitalMedia get along very well despite the obvious competitive situation. We know each other’s products & processes inside out and we all play the game as hard as we can – capitalising on our own strengths and exploiting each other’s weaknesses. This environment keeps us on edge and brings out the best in all of us. Of course we at Marketing believe that, whilst we have nowhere near the resources of Haymarket, our market-by-market approach is better suited to Asia and that strategy will see us through. That said, we have enormous respect for the people at Media/DigitalMedia and I’m sure that, whilst they sit in much more comfortable offices, they give us credit for where we’ve come from, what we’ve achieved and where we’re heading.
Justin just sent over some circulation numbers for Marketing, which soon plans to open an office in KL.
Singapore
Marketing: 9,9605
Media: 3,010
Hong Kong
Marketing: 9,586
Media: 2,918
Singapore & Hong Kong
Marketing: 19,191
Media: 5,928
In the key markets of Hong Kong and Singapore, Marketing’s circulation is triple that of Media’s.
Most of Marketing’s content looks the same in their Hong Kong and Singapore editions to me. Doesn’t look like they’re doing much different to Media.