The growth of the region. What media research can show

Katharine Page

This paper examines examples, primarily from the Asian Business Readership Survey or ABRS, which illustrate how international media research not only tells us about the latest audience figures for the media measured, but, when viewed long term, also measures and illustrates the growth of a developing region.

The growth of the region. What media research can show

Katherine Page RSL Media, United Kingdom

A VIBRANT REGION

Since the Asian Businessman Readership Survey was first published in 1985 the universe it surveys - senior business executives in key enterprises in these countries - has grown by 52%.

This mirrors and informs what we know about the region. The 1980s and 1990s have seen rapid industrialisation, the growth of gross domestic product and the emergence of significant consumer markets in this vibrant region.

As the economies have grown, so has the sophistication and importance of the financial infrastructure,...

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