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| MPA Introduces a New Media Currency |
| Wednesday, 21 October 2009 17:22 |
Adi Satria, president of Magazine Publishers Association, yesterday, introduced a new media currency for the publishing industry during a press conference at PJ Live Arts Sdn Bhd. The new media currency is statistics gathered by MPA giving a clearer picture of the current adex of the industry as compared to annual statistics revealed by market research companies who monitor only a small number of publications available in Malaysia. “Nielsen only monitors 40% of all magazine titles in Malaysia while MPA has information to 110 titles available locally,” said Adi. He added that information from a small pool of players is inadequate to furnish advertisers with accurate data. Due to such disparity between published and unpublished figures, MPA decided to release their own figures through their arm called the Publishers Information Bureau. The latest data is collected from their 17 members, who produce a total of 110 titles, which make up a total of 70% of the magazine industry adex. The figures collected from January 2009 to September 2009 shows a healthy livelihood of the magazine industry and sends a message to the ad industry that the magazine industry is very much alive and an important medium for advertisers. Unfortunately many advertisers and media planners see the medium as ‘loose change’, says Adi. “Magazines are a great medium for advertisers as it caters to a niche market allowing advertisers to speak to their specific target market. In addition, magazines have a longer shelf life as they can be kept and referred to for a long time to come,” explains Adi. Statistics revealed by MPA shows, in the year 2007 magazine adex made up 3% of total adex standing at RM166 million. In 2008 that figure dropped to 2.5% valuing at RM156 million. This year with the economic slowdown, the total magazine adex from January to September is RM140,501,118. |
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