DISCOVERY AND SILKROAD INFLIGHT MAGAZINES: LATEST PAX FACTS AND UPDATED PRESENTATIONS

The latest PAX figures (an independent survey on print across Asia’s ten most important markets, excluding Japan and Mainland China) indicate that Cathay Pacific inflight magazine Discovery and Dragonair inflight magazine Silkroad are boosting their readership once again.

In 2011, Cathay Pacific carried almost 21 million passengers - an increase of 2% over 2010 – of which over 2.5 million were first and business class passengers, an increase of 27.3% over 2010.
For the second consecutive year, Cathay Pacific won the prestigious award ‘Best Asian Airline Serving China’ and also ‘Best Airline First Class’.

At the same time, readers of Cathay Pacific’s Discovery are affluent with high disposable income, can afford the fine things in life, are passionate about travel and love shopping.

On the other hand, Dragonair carried over 7,380,000 passengers in 2011, with an increase by 2.2% over same period of 2010.
Moreover, Dragonair was awarded as ‘2011 World’s Best Regional Airlines’ for the second time in 2011.

Silkroad readers travel frequently, enjoy life and are well educated. They are mainly men (72%) with an average age of 44 y.o.
According to PAX survey across all 19 media measured (including Time, Newsweek, Economist etc.), Silkroad readers are mostly decision-makers and the most affluent among all media measured.

Personal and household incomes of both Discovery and Silkroad are still topping the chart and in ALL ownership (finance and luxury products), Discovery has increased on every single target definition while Silkroad also increases on most of them.

Click here for the latest Discovery presentation.

Click here for the latest Silkroad presentation.

Click here to have more info about the latest PAX figures + a comparative analysis with last year’s figures.

Do not hesitate to contact us should you need any further information.

PAX survey – Asia

The latest PAX survey has just been released.

It covers the top 22% of the Asian population of affluent adults, business decision makers and/or top management across 10 key markets inclusive of Australia, Indonesia, Singapore, Malaysia, Thailand, India, Hong Kong, Taiwan, Philippines and Korea. China is not included at all and in Japan, only TV media are measured.

Both Discovery and Silkroad are showing again outstanding performances in terms of monthly incomes, Top Management, number of trips, financial investments, ownership of luxury watches and jewels.

Please bear also in mind that in March 2011, Cathay Pacific announced the acquisition of 15 new Airbus A330-300 and 10 new Boeing 777-300ER aircrafts. All these new aircrafts will be delivered before end of 2015 – that is, a total of 91 new aircrafts on order for delivery between now and 2019.

Do not hesitate to contact us if you need further details.

ELLE CHINA BECOMES BI-MONTHLY TO SATISFY ITS FASHION-HUNGRY READERS!

In 1988, ELLE was the first International Fashion magazine to be launched in China.

After 23 years of strong commitment to Chinese women, ELLE has established itself as the undisputable leader of Fashion media in this fast growing market.
ELLE’s recognition of the Chinese market’s fantastic potential is visibly demonstrated today, as China becomes one of the world’s main fashion capitals and a hub for luxury brands.

2012 will see a strong breakthrough for ELLE CHINA.
From February, ELLE will become bi-monthly, publishing 2 issues per month, to keep up with the frenetic lifestyle of Chinese upscale women and to answer their strong desire for fashion, trends, beauty and brands.
This dynamic publication strategy will allow ELLE to reach new readers from existing monthly fashion magazines and weekly glossies.
Simultaneously, ELLE will target expansion in fast developing 2nd and 3rd tier cities with an attractive cover price for a pagination of 300 to 400 pages.
This will be synchronized with the launch of an innovative communication campaign to reinforce its fashion appeal to the modern Chinese woman.

Please click here for an updated presentation of ELLE China.

Don’t hesitate to contact us should you need any further information.