INTERNATIONAL BUSINESS MEDIA: The expert's view - Pippa Considine quizzes eight high-flying executives in international media on which publications they find invaluable and about their favourite types of media

CAROLYN CARTER - PRESIDENT GREY WORLDWIDE EMEA: LONDON



What business-to-business media do you use?



Editorial has to be pithy, precise and well informed - Campaign,

Advertising Age Daily World Wire and AdWeek. Lurzer's Archive is a

creative must.



What international media do you use?



I'm on and off planes every week so some media are companion media.

Always in my attache case are The Economist, The Wall Street Journal

Europe, Financial Times and Business Week.Beyond magazines, I've become

a CNBC junkie. I wake up daily to CNBC's Squawk Box Europe and I am

getting dangerously close to playing it all day in the office.



Can you name any ad campaigns in international business media that have

caught your attention?



Oracle cuts through with powerful facts; the campaign for Accenture is

engaging; and Vodafone's domination of airport media has caught my

eye.



What websites do you use?



I try to browse daily through the online sites of business-to-business

media. For futurist insights, I clock in regularly to firstmatter.com

and mckinsey.com for thought leadership. Theonion.com is there for

satire and wallpaper.com is good for the latest in cutting-edge consumer

must-haves. And I'm a Gucci girl, so gucci.com is a favourite.



What magazines do you subscribe to?



All the essentials, so they are there when I need them: The Economist,

Business Week, Campaign, Advertising Age and Harvard Business Review.

But, admittedly, I rarely get past HBR's table of contents.



What is your favourite business media?



I love magazines that blend business and culture. The Economist and

Entertainment Weekly keep close to marketing opportunities. Smart

thinking always beats over-intellectualism, so I'll take Fast Company

over Fortune these days.



JEFFREY YU - PRESIDENT BATES ASIA: HONG KONG



What business-to-business media do you use?



Media and Ad Age Global.



What international business media do you use?



I watch CNN and BBC when I am travelling, as well as reading the

International Herald Tribune or The Wall Street Journal Asia. At home I

read Time and Fortune.



Can you name any ad campaigns in international business media that have

caught your attention?



Apple campaigns.



What websites do you use?



I do not have any websites that I use frequently.



What magazines do you subscribe to?



Harvard Business Review.



What is your favourite business media?



Fortune. There are simply too many titles and too little time to

read.



DIRK VAN DE PUT - EXECUTIVE VP DANONE LATIN AMERICA: MIAMI



What business-to-business media do you use?



Latin CEO, Advertising Age and Latin Trade.



What international business media do you use?



In terms of TV, I watch CNN as I travel a lot and this is the only one

that is available in every country. As for press, I read The Economist,

Fortune, Fast Company, Business Week and Harvard Business Review.



Can you name any ad campaigns in international business media that have

caught your attention?



The latest campaign of the International Olympic Committee on CNN is

striking and makes a clear point about where its role begins and

ends.



What websites do you use?



There are only a few that I go to regularly - CNN.com, Justfood.com and

Justdrinks.com. As for other websites, I tend to scribble down the web

addresses and then visit them to check them out.



What magazines do you subscribe to?



Business Week, Latin CEO, Kiplinger's Personal Finance and Boating

World.



What is your favourite business media?



My favourite business magazine is Fast Company because it has a great

layout and looks at business and people in a different way. It tries to

understand the underlying (success or failure) factors instead of just

reporting the facts. It has given me many useful tips that I can use

day-to-day in my professional life.



What is your least favourite business media?



The Economist. Since business reading is half diversion and half work

for me, I like it to be fun. The Economist has a difficult, unappealing

layout and I usually find 10 per cent of the articles interesting.

However, the remaining 90 per cent seem to be written for another target

group entirely and fail spike my interest.



TONY DOBBIE - DIRECTOR MERCIER GRAY: DUBAI



What business-to-business media do you use?



Campaign and Creative Review. Occasionally, I also read Advertising Age

and the Middle East Marketing Review.



What international business media do you use?



Fortune and I guess the broader-based Newsweek for a slightly wider

picture.



I like to read The Economist and I try to look at EuroBusiness as

well.



As for TV, I watch CNN, Sky News, BBC News and BBC World. Before 11

September, I would have taken in more Sky News as an information channel

but since what happened in New York, it is pretty much an equal split so

that I can take in slightly different viewpoints.



What websites do you use?



FT.com, Ananova, BBC.co.uk/news and Sky.co.uk, which is also good for

sports news.



What magazines do you subscribe to?



Creative Review, Precision Marketing and Loaded - just to keep in touch

with youth culture (or at least that's my excuse). With business titles

I pick them up as I go along.



What is your favourite business media?



For business, The Economist. It's authoritative in its tone. It covers a

range of subjects, it's not just about the economy and whatever it

covers is done in the same authoritative tone as the more finance-based

writing.



Recently, it ran a great story about the legalisation of cannabis.



I also watch Sky and the BBC. The BBC breaks out of the newsroom mould

with some programmes and interviews, so it's probably better than

Sky.



The BBC may be more buttoned down, but I find that Sky can be a bit too

blase and swashbuckling.



What business media do you like the least?



Forbes is too heavy for me and my lifestyle.



PRP NAIR - SENIOR VICE-PRESIDENT MEDIA DIRECTION: MUMBAI



What business-to-business media do you use?



Advertising Age. Then there are two specialised vehicles in India

focusing on advertising - A&M magazine and The Brief.



What international business media do you use?



As a business journal, I find Fortune magazine enthralling and its

business reporting is outstanding. I read Time and Newsweek,

occasionally. The recent issue of Time covered the terrorist attacks in

the US brilliantly.



I regularly watch channels such as Star News, BBC World, CNBC and

Discovery (very selectively).



As far as the Indian market is concerned, there are a number of titles

that focus on business news. There are three business and financial

newspapers that I read regularly: The Economic Times (the market

leader), The Business Standard and the Financial Express. These

newspapers cover international business news as well.



In addition, there are three dedicated business magazines: Business

India, Business Today and Business World. They are also comparable to

international titles and are well respected in India.



Can you name any ad campaigns in international business media that have

caught your attention?



The campaign for Accenture which was in one of the issues of

Fortune.



The 12 page advertising supplement for Accenture that was inserted

inside one of the issues of Fortune really grabbed my attention.



What magazines do you subscribe to?



Advertising Age, Fortune, A&M, Business India, Business Today, Business

World and The Brief.



What are your favourite business media?



Advertising Age and Fortune. The success of Fortune is its quality

reporting.



I know how business houses crave to feature in the Fortune lists. It's

the stamp of quality, which every company wishes to have.



A reader of Fortune is an informed and knowledgeable person on

international business matters.



JASON DAWES - GLOBAL MEDIA MANAGER ADIDAS INTERNATIONAL: AMSTERDAM



What business-to-business media do you use?



I get Campaign, Media Week, Ad Age Global, M&M Europe and Sports

Business.



What international business media do you use?



Realistically, I might catch the International Herald Tribune and

Financial Times as well as Time and Newsweek. I'll also read in-flight

magazines and check out the National Geographic every now and again.



I watch CNN, Eurosport (for very specific matches and events), and I

have MTV on the whole time at home - much to the chagrin of my

family.



What websites do you use?



I check CNN.com every morning, especially recently. I'm also a closet

Mod and a huge Vespa fan, so vespavintageparts.com and Vespa.com are

particular favourites.



What magazines do you subscribe to?



Time, Newsweek and Hello! come in every week. Oh, and Scootering

International.



What is your favourite business media?



I would class myself as a non-reader as I don't read lots of books and I

enjoy things that don't have a thud factor. I like the International

Herald Tribune because you can dip in and out of it and I also like Time

and Newsweek, which are both very palatable and extremely well

written.



I watch CNN because it's the best news channel. But you do need a

rhyming name to work on it and there's a certain element of cheese to

their presentation.



I also like CNN.com, as each story has just one page.



What is your least favourite business media?



I find The Wall Street Journal Europe and Barrons too financially

focused. I don't feel in their league; I'd rather drink a cup of cold

tea.



ALEXANDER SCHMIDT VOGEL - CHIEF EXECUTIVE MEDIACOM GERMANY: HAMBURG



Which business-to-business media do you use?



Campaign, Advertising Age, M&M Europe and Media International, and local

marketing and advertising titles such as W&V.



What international business media do you use?



The Financial Times, Newsweek, Time and then some TV programmes such as

all the stock market reports on CNN and, of course, local TV whenever

I'm travelling.



Can you name any ad campaigns in international business media that have

caught your attention?



Absolut Vodka as well as most of the top-class cars such as Audi, BMW 7

and Mercedes-Benz and some Swiss banks.



What websites do you use?



I use WAP services that are focused on getting information. You define

your own profile.



What magazines do you subscribe to?



Campaign, Newsweek and Time as well as Advertising Age, M&M Europe,

Media International and W&V.



What is your favourite business media?



The best programme is the German late-night news, as well as CNN's

business coverage. Both are very precise and focused. Since time is more

valuable than money for me, I'm always attracted to focused coverage. In

terms of print titles, they are all equally important. There is no huge

difference in terms of quality; they don't take endless time to get the

information you have to have.



MURRAY DUDGEON - WORLDWIDE OPS DIRECTOR, UNIVERSAL McCANN: NEW YORK



What business-to-business media do you use? Campaign, Advertising Age,

Variety, M&M Europe and AdWeek and Media Week in the US. I sometimes

look at Asian titles, but without the same regularity.



What international business media do you use?



The Financial Times and The New York Times mostly. I also watch CNN and

I would certainly regularly dip into Business Week, Newsweek and

Time.



Here, unlike in the UK, The New York Times has an advertising section

every day so it gets well reported. But, unsurprisingly, it's 99 per

cent domestic. So to get another perspective the Financial Times is

pretty readable and I would also rely on The Economist.



Can you name any ad campaigns in international business media that have

caught your attention?



Without picking out ones we'd been involved in, it's difficult as it's

such a difficult category.



What websites do you use?



CNN.com, Campaignlive.com, Advertising Age and FT.com would be the ones

I use the most.



What magazines do you subscribe to?



The Economist, Newsweek, Business Week and Time. Autosport is my other

staple diet, and I also buy Talk. I've been living here for

two-and-a-half-years and I try to go into a newsagent and buy a

different publication every month to get a new spin on life.



What's your favourite business media?



I would certainly put The Economist up there. It gives you a pretty

unique perspective on so many business, lifestyle and economic

issues.



I think websites with daily updates are useful - probably more if I was

based in London.



What business media do you like least?



The frightening number of titles here that talk about personal wealth

and success.