MANAGEMENT Today, the British-based business magazine, is seeing the positive effects of direct media representation in Southeast Asia only 18 months after first entering the market through Hongkong's Hutton Media.
''We are about a year ahead of where we thought we'd be now,'' said Mr Peter Welland, commercial director of Management Today.
''About 20 per cent of our overall business is sourced out of the UK and about half of this is from Asia and half from Japan.'' Clients include hotel chains Meridien, Shangri-La, Hyatt and New World, Singapore Telecom, Cathay Pacific and Malaysian Airlines System, Changi Airport and the Singapore Convention Bureau.
One of the problems of selling Management Today to potential advertisers in Asia was that it had an almost zero awareness factor because there was no promotion in the region before direct representation began.
However, according to the Pan European Survey (PES), 18,000 Management Today readers flew to Hongkong or Singapore in the previous 12 months and a further 15,000 to other Asian destinations (Japan excepted), figures which are proving an invaluable sales pitch.
