The Strait Times Asia Report Magazine
Overview of this campaign
Asia is rising at a pace unseen before. Besides China and India, with their billion plus population, Japan too is re-positioning itself in the global world order. There's new hope on the Korean front and Southeast Asian economies are working hard to be globally integrated.
The projections for the future are promising. But a period of growth has its complexities, power struggles and misunderstandings. And this is a region where inequality is rampant, religious divides prevail and growth has been uneven.
We, at The Straits Times, have been covering the region for decades now and we want to showcase our efforts for a wider audience, to be able to improve their knowledge and understanding of this complex region.
Thus, The Straits times Asia Report was born. After two years of market testing, we formally launched the print product in December, 2017, to tell the story of changing Asia, by providing independent, insider, insights on the region.
A thought leadership product targeted at influencers and decision makers, it strives to bring new perspectives on happenings in the region, to keep our readers suitably informed.
Each of our cover themes is carefully selected to highlight an issue of the day and its increasing significance to the region. Take a look at some of the themes we covered last year:
- Cyber Security: Danger Lurks
- Prime Battle (in Malaysia)
- 50 Asians to Watch
- Trump-Kim Singapore Summit: Give peace a chance
- Smart Cities: Building for tomorrow
- Asean's new tech tigers
- Does AI threaten your job?
Some of our award winning features in this publication include our reports on living in North Korea as well as the plight of Rohingya refugees.
The magazine is circulated in select areas to be able to allow us to reach a wider audience, in Singapore and overseas.
Results for this campaign
We started by setting modest goals for ourselves. For the first year of the bi-monthly publication, we opted to print 5,000 copies of the publication and distribute it for free. When the demand came for it to be uploaded online, we set ourselves a target of at least 10,000 downloads.
The results have been a surprise. We printed 20,000 copies for the last edition of the magazine in 2018, based on advertiser request. And we are now stepping up efforts to be able to do so regularly, once budgets and systems are in place.
On an average, the magazine is downloaded by between 30,000 to 80,000 readers worldwide. Besides, Singapore, readers hail from China, Vietnam, France, United States, Netherlands, Turkey, Russian and Germany besides several other countries.
In terms of advertising revenue, we earned approximately SGD 200,000 in 2018.
And given interest, we are now also looking to increase the frequency of the publication and turn it into a monthly magazine in 2019.
Alongside, on the back of the product, we've launched a new product vertical The ST Asian Insider, to give readers our view on daily happenings in Asia, which is penned by some of our most seasoned writers.
Still, we have a long way to go and reach and revenue aren't adequate reflectors of the journey we've set out to undertake.