Though the digital market in Asia has been lagging behind the digital industry in other regions, now it is growing in high gear. It has the potential of catching up and even outrunning the level of digital development in other countries. Online content, digital advertising, strategies for raising online income and companies that successfully apply them are going to become the main topics on Digital Media Asia (DMA) conference in Singapore on 8 – 10 November.

Nowadays the media market is undergoing fundamental changes: the new media circulation revenues have already exceeded the advertising income, while printed circulations are shrinking on the most markets. That is why publishers have to get used to adapt their materials to online formats and charge it. Up-to-date publishers focus on expanding budgets, video content and online marketing to adapt to the new tendencies.

 

The main trends on the Asia media market

According to the Asian digital market analysts, it is going to meet some new tendencies. For instance, Jacky Yap, General Manager of Vulcan Post & Parrot, Singapore & Malaysia is sure that “2016 will be big for content marketing and video marketing. 2015 was already huge but 2016 will be even bigger and more noticeable.” He also mentioned that marketing expenses will grow. Another specialist, Chris Mockford, the Director of Account Strategy, South East Asia, India and New Markets at Outbrain, claims that there are several more trends. The mobiles are becoming the dominant medium that requires an approach to match and the quality is becoming in priority to quantity.

Asian publishers have recently got involved in the trend of charging digital content, that has been flourishing for a long time in other regions. In the USA, for example, more than 50% of news publishers are charging for an online format. In Great Britain the situation is almost the same: editorial teams develop digital content and get the outputs. The Economist claims it has seen its digital subscription revenues grow by 30% in the first half of 2016! So, global media brands and business papers are been able to implement paywalls. But will this trend ever be suitable for tabloids and general interest newspapers?

 

What is the Digital Media Asia?

Digital Media Asia 2016

Since its launch in 2009, Wan-Ifra’s Digital Media Asia conference has grown to become the largest digital event dedicated to the publishing industry in Asia. For the last seven years it has been attracting many opinion leaders. This time such famous executives as Chris Lee, the CEO of Deseret Media Digital and Data and journalism expert Kevin Anderson (formerly from The Guardian and USA Today) are going to participate there as trainees and share their opinion on the situation.

The Asian Digital Media awards those publishers who provide digital media and mobile strategies. The purpose is to encourage them to meet the most up-to-date people’s needs. The provinces that the conference covers are online video, data visualisation, digital advertising campaigns, mobile services, websites, tablet publishing, new products, and reader engagement.

Many large organizations like the South China Morning Post or Apple Daily usually participate in the DMA and be nominated in different categories. Now we are waiting for the time when the Asian Digital Media Awards 2016 will present new winners.

 

Learning from the examples of Europe

On the Digital Media Asia the issue of creating paywalls will be studied on the example of Europe. French national daily Liberation is implementing a paywall based on the readers’ attention, while other platforms usually take into account the quantity of articles that users look through. The other example is Axel Springer’s German tabloid, Bild, that is creating a Premium subscribtion with exclusive content. Except for the ways of dealing with the paywall issue, large publications such as The Wall Street Journal, The FT or the Times will share at DMA how they engage with their audiences. They usually communicate with users by beans of social media and turn loyal ones into subscribers.

At the same time, news publishers are also looking for alternative sources of income. For example, local mobile businesses at the USA Deseret Media or an online video platform at Malaysian Sin Chew’s MCIL Multimedia. The case studies of The Times of India, TechCrunch, Kompas Cyber Media, Chosun Ilbo, Google or Singapore Press Holdings are also going to be represented at DMA.

The conference is supposed to motivate publishers and their teams to adopt for the transforming reality and meet new digital tendencies.

Digital Media Asia 2016

Digital Media Asia 2016

To sum up, Nowadays nowadays Asian publishers are not fully into charging online content and following the trends. The DMA is supposed to better the situation. It motivates them and also to encourages those brands that meet new tandencies.

Subscribe to WM Daily. Be In Touch With Rebellious Voices