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IN CREDIBILITY WE TRUST
3 March 2012
CHANGE or PERISH!
2011 IBM Global CMO Study
• First-ever global CMO study• Face-to-face conversations with more than 1,700 CMOs worldwide in 64 countries
4 BIGGEST CHALLENGES1. Explosion of Data2. Social Media (Platforms)3. Proliferation of Channels & Devices4. Shifting Consumer Demographics
2011 IBM Global CMO Study
For the first time, US Online ad spending will overtake Print in 2012
MALAYSIA?
2005-06
2006-07
2007-08
2008-09
2009-10
2010 (2H)
2011 (1H)
0
100,000
200,000
300,000
400,000
500,000
600,000
BHarianUtusanMsiaKosmoHarianMetroBMingguMingMsiaKosmoAhdMetro Ahd
Total Net Circulation: Bahasa Newspapers Pen. Msia 2005 – 2011 (1H)
2005-06
2006-07
2007-08
2008-09
2009-10
2010 (2H)
2011 (1H)
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
New StTimesThe Star The EdgeNewSunTSundayStarThe SunMsiaSME
Total Net Circulation: English Newspapers Pen. Msia 2005 – 2011 (1H)
2005-6
2006-7
2007-8
2008-9
2009-10
2010 (2H)
2011 (1H)
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
SinChew DSinChew NChinaPress DChinaPressNGuangMing DGuangMing NOriental DN
Total Net Circulation: Chinese Newspapers Pen. Msia 2005 – 2011 (1H)
Total Net Circulation: English Newspapers Sabah 2005 – 2011 (1H)
2005-06
2006-07
2007-08
2008-09
2009-10
2010 (2H)
2011 (1H)
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
DailyExpressDailyExpressSunBorneoPostSabahNewSabahTimesNewStTimesNewSunTimesStarSundayStar
Total Net Circulation: Chinese Newspapers Sabah 2005 – 2011 (1H)
2005-06
2006-07
2007-08
2008-09
2009-10
2010 (2H)
2010 (1H)
0
5,000
10,000
15,000
20,000
25,000
30,000
OCDNOCDN SunMorningPostAsiaTimesSeeHuaDNMerdekaDN
Total Net Circulation: Bahasa Newspapers Sabah 2005 – 2011 (1H)
2005-06
2006-07
2007-08
2008-09
2009-10
2010 (2H)
2011 (1H)
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
BHarianBMingguUtusanBorneoSabahUtusanMsiaMingMsiaHarianMetroMetroAhd
2005-06
2006-07
2007-08
2008-09
2009-10
2010 (2H)
2011 (1H)
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
BorneoPostNew StTimesSundayPostNewSunTStarSunStar
Total Net Circulation: English Newspapers Sarawak 2005 – 2011 (1H)
Total Net Circulation: Chinese Newspapers Sarawak 2005 – 2011 (1H)
2005-06
2006-07
2007-08
2008-09
2009-10
2010 (2H)
2010 (1H)
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
SHDNUnited DNUnited SunInt'l TimesSinChew
Total Net Circulation: Bahasa Newspapers Sarawak 2005 – 2011 (1H)
2005-06
2006-07
2007-08
2008-09
2009-10
2010 (2H)
2011 (1H)
0
5000
10000
15000
20000
25000
30000
35000
40000
UtusanBorneoBHarianBMingguUtusanMsiaMingMsiaHarianMetroMetroAhd
• SURGE IN INTERNET PENETRATION 80% (25 mill users) by 2015 vs. current 61.7% of population • WIRELESS CONNECTIVITY Smartphones-Tablets & Mobile Apps will be the norm
• SIMILAR TREND - Online media will overtake mainstream media - Migration of automotive, property & job ad categories
NEW MEDIA ORDER
Internet 189,563,067 33,268,882 40,445,741 52,148,925 63,699,519
14,979,765,165 3,320,831,545 3,407,826,318 3,893,141,757 4,357,965,545Newspapers
Grand Total 15,169,328,232 3,354,100,427 3,448,272,059 3,945,290,682 4,421,665,064
Grand Total 2008 2009 Y2010 Y2011
Index 100 102 117 131
Index 100 122 157 191
Internet monitored: 1. Yahoo Malaysia 2. MSN Malaysia 3. Forbes Malaysia 4. Utusan Online.Kosmo Online & Mangga Online, Saji Online & Tutor Online 5. Sinchew-1. GuangMing Online. Sin Chew Online. Soccerfanz & mysinchew 6. The Star Online & Parenthots.com (since Jan 09)
Newspapers monitored: 37 titles in Pen Msia + 16 titles in East Msia
Source: AC Nielsen ADEX
MALAYSIA: Newspapers vs. Online ADEX 2008-2011
NEW BALL GAME
NEED TO ADAPT TO STAY IN THE GAME
HERE IS HOW• Rewrite the rules by which we operate
• Refine reporting format so that decision makers can better judge the true worth of a publication
• Reorientate our mainstream media focus
UNTIL NOW
One Dimensional
UNTIL NOW GOING FORWARD
One Dimensional Two Dimensional
CIRCULATION REPORTING STANDARDS(Until now known as ‘Audit Rules’
Circulation standards for FREE newspapers & magazines
Digital replica for newspapers (paid & free)
Digital replica for magazines (paid & free)
Major revamp of circulation standards for magazines
FOR IMPROVED CLARITY, CONSISTENCY AND ACCOUNTABILITY
NEW
NEW
NEW
NEW
Affiliate of International Federation of Audit Bureau of Circulation
ABC PUBLICATION – DAY EDITION
ABC PUBLICATION
End Users: Greater certainty in judgement ROI Media Owners: Stamp of approval for business integrity ABCM: The Gold Standard