B2B Print Media20 Jun 2011 • by Natalie Aster
The report “B2B Print Media” by Business Strategies Group is based primarily on audited circulation data from BPA Worldwide. BSG has included Asian B2B trade magazines and general business titles with an audited circulation of more than 2,000. This approach resulted in a list of 54 publications which fall into three broad categories: 1) general business & finance titles; 2) technology, electronics & telecom titles; and 3) other trade titles.
General business titles account for 19 of the 54 publications and this category accounts for all of the top 10 magazines ranked by circulation. The average circulation of the business titles is 159,177 – or more than 3 times higher than technology titles and more than 9 times higher than the other trade titles category.
Technology title circulation averaged 42,971 and that category accounted for just 10 of the 54 publications. Other trade titles accounted for 46% of the 54 titles, but the average monthly circulation was just 17,104.
All of the top ten magazines ranked by circulation are Chinese-language, general business titles. The majority (six titles) are produced by Chinese publishers including Vista, Caijing, Manager and China Entrepreneur. The four remaining are owned by Hong Kong-based Global Sources, or other non-Chinese publishers including, M Media Group (Forbes China) and CCI Asia-Pacific (Fortune China). Both M Media and CCI publish those titles under license, while Businessweek China is co-published by the China Commerce and Trade Press and Bloomberg.
The average circulation of the top ten general business publications ranges from Vista’s 677,735 to 150,108 at Businessweek China. The general business category continues to be quite fragmented as no publisher has more than one title in the top ten. Publishers with more than one title in the general business category include: M Media Group which publishes Harvard Business Review China and Forbes China and Haymarket Media which publishes two titles in the general business category, Finance Asia and Asian Investor. It should also be noted that 21st Century Business Review, despite its top 10 circulation numbers, had its membership revoked by the BPA in December last year and will not appear in subsequent editions of this report until audited circulation figures are made available.
B2B Print Media
Published: October 2010
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Since 2008, the total number of titles in the technology category has fallen from 23 to just 10 this edition. Only three of the remaining 10 have circulations in excess of 50,000. eMedia Asia (a joint venture between Global Sources and UBM’s subsidiary, TechInsights) holds the top four positions in this segment with Electronic Supply and Manufacturing, EE Times - Asia, EE Times - China and Electronic Design – China. Cahners Asia has two titles in the technology category ranking. In the 2008 edition of this report, Reed (through its various subsidiaries) had six titles in this category and but it has since off-loaded various titles such as EDN Japan to UBM Canon and Control Engineering Asia to Ten Alps.
In the last edition of this report, the other trade title category was comprised of 27 titles. That figure is down slightly to 25 or 46% of the ranked magazines. This category remains highly fragmented and it is dominated by very low circulation figures with the exception of Chinese Community Doctors which ranks 11th overall with a circulation of 120,838. Only four other titles maintain a circulation in excess of 20,000. International Aviation has a circulation of 37,820 and China Hospital CEO circulates 34,405 copies. INSTORE Magazine and Control Engineering Asia each circulate at just over 20,000 copies. Eastern Trade Media, APLF and TTG Asia Media each publish three titles in this category.
As in the previous edition of this report, it is important to note that a number of important publishers with significant operations in Asia do not appear in these tables because these publishers currently do not have audited circulation figures. Three examples include CCID, Ringier and Vogel.
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