FIGURE 19-5 Household penetration of television in selected Asian countries .
RADIO : there are many times more radio station than television station in many Asian countries. The major advantage of radio is that it is a segmented medium. There are different stations and different programs within stations , all listened to by different market segments . The average college student is a surprisingly heavy radio listener and spends more time during the day listening to radio than watching network televition . Thus , advertisers with college students as their target market must consider radio .
The disadvantage of radio is that it has limited use for products that must be seen . Another problem is the ease with which consumers can ture out a commercial by switching stations . Subscription based commercial free radio stations are not as popular and readily available in Asia as compared to the United states . Some raio stations in Asia are publicly funded and these do carry some commercials . Most other radio stations in Asia are " free" channels and they rely on a advertising revenue to fund their operation . As such , there are wide options available in radio for marketers to reach consumers .
Radio is also a medium that competes for people's attention as they do other activities such as driving , working , or relaxing . peak radio listening time is during the drive times (6 to 10 a.m and 4 to 7 p.m )
MAGAZINES : Magazineshave become a very specialized medium , with magazines on all sorts of subjects . In Singapore alone , there are 68 local magazines catering to population of 4.5 milion . This means that , on average , there is a different magazine for every 66,176 people . New magazines are introduced every year , such as Simple Her , a magazine for modern , working women , Food and Travel Magazine for the young and adventurous and First , a magazine for movies lovers .
The maketing advantage of this medium is the great number of special interest publications that appeal to narrowly defined segments. Car enthusiasts read motoring , while gamers dubscribe to Eletronic Gaming Monthly . Each magazine's readers often represent a unique segment with distinct tastes and interests . Take the Men's Health reader , who teds to work out and buy health products more often than most men so gyms like Fitness First know that an ad in Men's Health is reaching the desired target audience . In addition to the distinct audience profiles of magazines , good color production is an advantage that allows mangazines to create strong images .
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