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Selected Case

published: 01 Jan 1999

  • Topic: Marketing
  • Industry: Publishing
  • Region: Asia

Abstract:
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.

Pedagogical Objectives:
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 relationships between editorial ambitions, and the need for revenues from circulation and advertising.


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