SINGAPORE: News and information distribution service PR Newswire has published a guide to give subscribers a bite-sized overview of the Asian media landscape.
The "Asian Media Landscape Series" is a reference guide for PR and corporate communications professionals.
"We hope to help our target audience navigate through the media environment with ease," said PR Newswire Asia-Pacific SVP Yujie Chen.
The first of the series, which is free to download, covers Hong Kong, Taiwan, Singapore, and Malaysia. Besides giving a statistical overview of the number and distribution of media outlets in each of these markets, the guide tracks trends and media consumption habits of consumers.
It has a number of insights, as well. Despite the growth of social and online media in Taiwan, traditional print and broadcast "still remain influential," according to the white paper, while advertising revenue for cable TV is the highest amongst different media in Taiwan. In Malaysia, traditional media is perceived to be "losing ground" to "alternative new portals" because they are considered "less biased and censored," according to the white paper.
"Asia has always been a key market for global companies, and there is an increasing interest in emerging Asian markets, particularly Southeast Asia," said Helen Zhang, senior manager of audience development at PR Newswire Asia. "However, countries in Asia have different market conditions, which influences the local media environment and consumption habits."
Chen said all research was done in-house.
"We have utilized our local on-ground audience-development team and media research team, and having them work simultaneously for the past months aims to provide a clear media landscape snapshot as well as an easy-to-understand handbook for communications professionals," he said.
In May, the company will explore Japan’s media landscape in the next in the series.
"We are also planning to cover South Korea, Thailand, and Indonesia in the near future," Chen said. It is also set to update its previously published China Media Landscape soon.