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Media Atlas Tracks Urban Malaysians
Synovate has launched its Media Atlas local media survey in Malaysia. The first results concentrate on the urban population, while subsequent phases will cover the whole of the country. Media Atlas was launched in Thailand in May.
The survey tracks spending patterns and local magazine and newspaper reading habits, using a combination of computer-assisted telephone and face-to-face interviews.
The initial results look at a representative sample of residents from the Kuala Lumpur / Petaling Jaya, Penang, Johor Bahru and Ipoh regions. Synovate says this group represents more than a quarter of the Malaysian population, and is the main target for advertisers of quality goods and services.
Synovate is now working with the Joint Industry Committee for Print Audience Research Malaysia (JICPAR) to develop the roll out of Media Atlas across the country.
According to Steve Garton, Synovate's MD for Asia Pacific: 'Synovate's media research is already used by the world's top print media and satellite broadcasters to communicate the value of Asia's affluent to advertisers. Now we can offer the same robustness to the Malaysian media industry.'
He says the survey 'should give media specialists and advertisers confidence to integrate magazines and upscale newspapers into multimedia campaigns'.
Synovate's quarterly PAX survey looks at media coverage and consumption trends among affluent consumers and business decision makers in Asia Pacific and the Middle East. The company is online at www.synovate.com.
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