“There are many good reasons why VDZ focuses on the media market Vietnam”, says Kai H. Helfritz, Managing Director of VDZ Akademie and also responsible for the resort Foreign Markets within the VDZ:
• With an average annual growth of 7.5% in the last decade Vietnam is one of the absolute winners in the boom region Asia. In the course of few years a highly ambitious middle class willing to apply their spending power has emerged due to increasing incomes and purchase power.
• The population is young and, among other things, with a literacy rate of 93% well qualified.
• The number of internet users has risen by 12,000% between 2000 and 2010. 31% of the Vietnamese population is using the internet, two thirds of them on a daily base. More than 40% of internet users are using mobile services.
• Interest in media, particularly in magazines, is very high. As an ongoing trend poorly produced titles are still being replaced or complemented by those of higher quality. “Many Vietnamese titles are poorly edited and not produced to a good quality standard”, says Stan Gunn, General Manager of Sun Flower Media.
• Advertising expenditures for magazines are rising. According to an Advertising Expenditure Forecast by ZenithOptimedia they amounted to 57 Mio Dollar in 2011, twice the amount of 2005.
The study draws on the author’s expert knowledge and assessments. Florian Tausch lived in Vietnam for four years, where he worked for Burda Rizzoli and for Sun Flower Media as head of the development department and head of marketing. In addition to this Florian Tausch has obtained insights by several other experts of the subject for his documentation.
This 12-pages study is the most recent publication by the VDZ’s resort “Foreign Markets”, which assists members of VDZ and EMMA to open up and expand into new, international markets. The study can be ordered as pdf document for the price of 59 Euro (plus VAT) for VDZ and EMMA members and for non-members for the price of 79 Euro (plus VAT) from Mrs. Karina Faust, k.faust@vdz-akademie.de
About EMMA
EMMA says: “EMMA, the European Magazine Media Association, is the unique and complete representation of Europe’s magazine media, which is today enjoyed by millions of consumers on various platforms, encompassing both paper and digital formats.”
