Prepare to be surprised by the results of our research into the publications most read by key decision makers in major Asian cities such as Hong Kong, Seoul, Singapore, Bangkok, Sydney, Mumbai and Delhi.

The darlings of B2B firms

Based on data from Synovate’s PAX media survey results, our research in 2005 focused on the media habits of full time, senior business decision makers, executives, management and knowledge workers, aged 25-64, and earning significantly above average income - a group that many business-to-business corporations are vying to gain the attention of.

Typically, these decision makers have the final say on multi-million dollar contracts that are awarded to technology vendors, accounting firms, management consultants, manufacturing vendors, building contractors and so forth.

General interest

It could perhaps be assumed that this group – well-heeled and motivated business people – would have their noses buried exclusively in the business pages, or at least hard news. Not so.

The top three most popular publications – Readers Digest, National Geographic and Time – were general interest magazines with considerable breadth of coverage (click on chart to enlarge image).

Readers Digest, the clear leader, has an upbeat, wholesome family focus, and is written in a “well educated, informal” style.

Wider research

Our research echoes the results of a recent Mediamark Research survey that estimated that Readers Digest in its home market, the United States, is read by about 38 million people, reaching more readers in US$100,000 households than Fortune, Business Week, The Wall Street Journal and Inc. combined.

Readers Digest has a further 40 million readers outside the USA, in over 70 countries, and has numerous foreign editions.

B2B marketers to avoid stereotyping

What do the findings tell us?

For one thing, don’t make too many hasty assumptions about the reading habits of affluent, business decision makers, who may be drawn to general interest publications backed by a global brand. Don’t pigeonhole your target audience according to how you typically define them.

Second, the type of media research we have referred to is not always available to Asia’s corporate communications and branding teams. It is a standard tool within the consumer advertising and media planning industry.

Such tools can very useful in helping B2B firms plan their communications strategies for the region.

For more information, please contact Manifesto.