When you work with a media company, especially when you are outside of your home market, you have to start with some very basic grounding in the market. What works today? What doesn’t? What are your hypotheses for why the market has reached this particular point in its evolution? Without doing this you run the risk of assuming everything works the way it does in Silicon Valley. Every market has its own unique fundamentals. Without at least developing a bit of a primer on these fundamentals, a consultant runs the risk of developing plans, strategies and training that is politely acknowledged and then equally politely ignored.
So, here is a short primer using publicly available sources to describe the infrastructure and advertising support for media, especially online media, in Southeast Asia. My first step in understanding where there are business model opportunities for MalaysiaKini. [More]