The Pan Asia-Pacific Cross Media Survey

PAX 2008/09 Survey Results

PAX 2008 Q3 - 2009 Q2 (excl Japan - Print)

Global Research Department

Background

• The Pan Asia-Pacific Cross Media Survey (PAX) is an upscale media tracking survey in this region. It is mainly a consumption survey consisted of the data of 11 markets: Bangkok, Hong Kong, India, Jakarta, Kuala Lumpur, Manila, Melbourne, Seoul, Singapore, Sydney and Taipei. Respondents are aged 25-64

• PAX has continual six-monthly updates. Fieldwork is carried out continuously throughout the year to pinpoint shits in media habits and consumption behaviour.

• PAX measures 102 titles (25 of these are international titles), 33 TV/Print website and 78 Internet websites

• Main sections covered by PAX:PrintTelevisionInternetTravel behaviourFinancial products ownershipAlcohol consumption in past 4 weeksPersonal ownership of and purchase intention ofWireless applicationHousehold ownership of and purchase intent ofSports activitiesPlaces visited in the past 6 monthsClub membershipTypes of business activities engaged in the past 12 monthsPsychographicsInvolvement in different purchase decision making

FT Readership Growth

0

50,000

100,000

150,000

200,000

250,000

Q4 20

03

Q1 20

04

Q2 20

04

Q3 20

04

Q4 20

04

Q1 20

05

Q2 20

05

Q3 20

05

Q4 20

05

Q1 20

06

Q2 20

06

Q3 20

06

Q4 20

06

Q1 20

07

Q2 20

07

Q3 20

07

Q4 20

07

Q2 20

08

Q3 20

08

Q4 20

08

Q2 20

09

FT WSJ Asia IHT Economist Forbes Fortune

Co

vera

ge

Change in readership from Q2 2004 TO Q2 2009:

The FT doubled its readership (up 97%) over the past 5 years.

5.5%

3.7%

2.9%

2.2%

1.7%1.6%

0.7%

5.4%

3.4%

2.6%

2.4%

1.9%

1.6%

0.7%

Time (Print/Online) Newsweek(Print/Online)

The Economist(Print/Online)

Financial Times(Print/Online)

The Wall StreetJournal Asia

(Print/Online)

Forbes(Print/Online)

Int'l Herald Tribune(Print/Online)

2007 Q3 - 2008 Q2 2008 Q3 - 2009 Q2

International press/online titles combined – YOY reach

Source: PAX 2008 Q3 - 2009 Q2 (ex Japan – Print)

-2%

-8%

-10%

+9%

+12%No

change

No change

Print titles: AIR

Websites: Visited In Past 30 days

1.8%

1.3% 1.3%

0.8% 0.8%

0.3%

The Economist Financial Times Fortune Forbes WSJ Asia Int'l Herald Tribune

International press titles – Average Issue Readership

Source: PAX 2008 Q3 - 2009 Q2 (ex Japan – Print)

The FT is the largest international daily tracked on the survey

The FT is the leading daily Int’l business title to reach Key audiences in Asia/Pacific

124,995

53,539

21,140

77,969

35,845

14,105

29,554

13,409

5,717

All Affluent All BDM All Top Management

FT WSJ Asia IHT

The FT reaches more PAX respondents than the WSJ Asia and IHT combined.

The FT also reaches more BDMs or Top Managers that the WSJ Asia and IHT combined.

Source: PAX 2008 Q3 - 2009 Q2 (ex Japan – Print)

Business Decision Makers

63,395

55,331

38,388

28,300

42,808

36,800

33,176

18,64117,203

15,89714,223

5,702

IT + Telecom DMs Financial DMs Logistic DMs Raw materials DMs

FT WSJ Asia IHT

The Financial Times is read by more IT+Telecom decision makers, Financial decision makers, Logistic decision makers and Raw materials decision makers than the WSJ Asia and the IHT.

Source: PAX 2008 Q3 - 2009 Q2 (ex Japan – Print)

The FT is the leading daily Int’l business title to reach frequent air travellers

31,958

18,261

23,808

13,263

28,719

12,672

17,376

9,5788,658

11056

6,8965,935

3+ - Business Int'l air trips inpast 12 months

3+ - Leisure Int'l air trips inpast 12 months

Business/First Class - mostoften travel on Business

Business/First Class - mostoften travel on Int'l Leisure

Trips

FT WSJ Asia IHT

The FT reaches more frequent air travellers than the WSJA and the IHT.

The FT not only reaches more frequent travellers but it also reaches more individuals who travel Business/First class when travelling on business and/or for leisure

Source: PAX 2008 Q3 - 2009 Q2 (ex Japan – Print)

Readership of The FT (As read by FT readers)

Almost 1 in 5 Asian FT readers read the FT in almost its entirety and almost two thirds read at least half of the paper. On average, FT readers read 48% of the Asian FTN.Interesting to note that more than 1 in 10 WSJA readers (11.4%) and IHT readers (10.7%), who read the FT, read the FT in almost its entirety, on average, WSJA readers, who read the FT, read 54% of the Asian FTN and IHT readers read 49% of the Asian FTN)

Almost All18%

About Three Quarters

14%

About Half27%

About A Quarter19%

Less Than One Quarter

22%

Source: PAX 2008 Q3 - 2009 Q2 (ex Japan – Print)

Top-line results – FT.com

1.7%

1.3% 1.3% 1.3%

1.1% 1.1%

0.9%

0.8%

0.6%

0.4%

0.3%

Time website National GeoMag website

WSJ website FinancialTimes

website

TheEconomist

website

ReadersDigest

website

Forbeswebsite

Newsweekwebsite

BusinessWeek

website

IHT website YazhouZhoukanwebsite

As with the printed product, FT.com is the No One, alongside WSJ.com, Int’l daily publication .com site on PAX.*Based on 4 weekly reach

FT.com is the leading International daily bus news Website

Visited In Past 30 days

Purchases/Reservations Made On Internet

31,216

22,599

3,803

26,142

16,214

1,911

13,795

9,080

445

Airline Tickets Hotel Reservations Business Info services

FT website WSJ website IHT website

Reach

More FT.com users make purchases / reservations on the internet than WSJ or IHT users.

Visited In Past 30 days

Conclusions

Although the FT has a lower coverage than some of the business weekly magazines, it is the largest international daily tracked on the survey.

The FT is not only read (both on and offline) by more people than any other international daily print title or website equivalent, but it also shows an increase in readership of 9% year on year

The FT reaches more PAX respondents than the WSJ Asia and IHT combined.

The FT also reaches more BDMs or Top Managers than the WSJ Asia and IHT combined

1 in 5 Asian FT readers read the FT in almost its entirety and almost two thirds read at least half of the paper. On average, readers read 48% of the Asian FTN.

For further information please contact:

Email: research@ft.com