White Paper: New Era of Media in Asia – Published 22 July 2013


The media industry is adapting to the pressures of online, and morphing into a hybrid combining the best of print and digital. Media companies with publishing assets are not trendy anymore: Larger news corporations split their publishing from their broadcasting business only to see the broadcasting business flourish and the publishing sector loosing market value.[1] Quality journalism is delivered across devices as diverse as tablets, smartphones, readers, computer terminals and old fashioned newsprint. Readers can scan print stories for interactive content on their mobile device. Print content is cut and redeployed as an online update or social content. The decline in print ads is being countered by a rise in targeted online marketing. More than half of the world’s adult population is still reading a daily newspaper: 2.5 billion in print and more than 600 in digital form contributing to the industry generating more than US$200 billion in revenue annually.[2]

We have now entered a new era of media .

In this so-called ‘second media age’ the relationship between the consumers and newspapers has also shifted. It is no longer a one-way, ‘command and control’ model of communication. Now it includes feedback and contribution loops allowing consumers a greater say in what is covered – and many times a role in the production of news. Traditional newsrooms have evolved into an integrated publishing house with writers expected to rework and republish the story several times during the course of the day on Twitter, Facebook, online and eventually print versions.

More pressure to publish. Less revenue from advertising. More platforms needing content. An expectation from consumers that online content should be free. Changes in censorship across Asia. Technological leaps making ‘wall readers’ of communal newspapers online subscribers overnight. And always there’s competition – for readers, for advertisers, for breaking news, for journalists, for titles.

Welcome to the new era of media in Asia.

In this white paper we detail the challenges and changes within the media industry in Asia, and what this means for public relations practitioners across the region.

Click here for a PDF file of the report. Kreab Gavin Anderson – New Era of Media in Asia – Research – July 2013

[1] Saba, Jennifer. “Free of Newspapers, 21st Century Fox Shines.” Yahoo! News. Reuters, 01 July 2013. Web. 10 July 2013. <http://news.yahoo.com/free-newspapers-21st-century-fox-shines-225624534.html&gt;.

[2] [2] “World Press Trends: Increasing Audience Engagement Is Future for News Media.” World Association of Newspapers and News Publishers.2 June 2013. <http://www.wan-ifra.org/press-releases/2013/06/02/world-press-trends-increasing-audience-engagement-is-future-for-news-media&gt;.

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