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Media Intelligence : 2009 - 2010
feature IF ONLINE CLICK ON PAGE NUMBER TO ACCESS INTERVIEWS* MAGAZINES CONSUMER One of the worst hit sectors of the downturn has been magazines, with the largest company, the PBL-owned ACP making major staffi ng cuts. In general, most sectors have been down in circulation, but where the commercial story has most hurt, has been in the drop off in advertising revenue. ACP’s new weekly fashion fi x Grazia was one title that looked to be faltering in pulling in the ads. Meanwhile, a launch for Glamour – which was to be news Magazines’ tilt at that market remains on the drawing board until the market improves. Indeed, it was a symptom of the market that the smartest publishing decision of the year was to pull the launch. Pacifi c Magazines, however, continued to push on, announcing plans for the JV launch with Rodale of Prevention – a healthy lifestyle magazine focused on women. The current affairs sector also saw a couple of launches with The Week and an Aussie edition of The Spectator. While the growth of online advertising has slowed, it is still by far the most vibrant sector. The use of social media as a marketing tool remains a key theme. Marketers trying to puzzle out how to connect with audiences on YouTube and Facebook have been forced to confront a new challenge with the rise of Twitter. Although the microblogging service still has some way to go to catch its social media rivals, its older demographic and potential business usefulness has seen it taken increasingly seriously. Telstra was among the fi rst major Australian brands to engage, with CBA not far behind. Meanwhile authenticity for brands in social media was a major theme. The much celebrated Tourism Queensland “Best Job In The World” promotion suffered an early stumble when it emerged that an entry showcased to the world’s media of a girl getting a tattoo to win actually featured a member of staff from the ad agency. But despite this setback, the promotion itself was a global success that arguably outshone the work of Tourism Australia. And the issue of authenticity in social media became even more pressing with the furore over Witchery Man’s fake girl-with-the jacket. An actress pretended to be hunting the man of her dreams on YouTube in what was quickly exposed as a PR stunt. Meanwhile, Telstra faced its own social media challenges when it emerged that a satirical fake Twitterer purporting to be digital minister Stephen Conroy was actually a member of staff. In the mainstream digital media, one of the most anticipated launches of the year was News Ltd’s The Punch – a Peter Zavecz Commercial Director, Pacifi c Magazines Ian Wakeling MD, TNT Magazine Sandra Hook CEO, News Magazines Prema Perera CEO, Universal Magazines David Gardiner CEO, nextmedia Louise Barrett Director, PBL Media Sales Integration B2B Adrian Farrow MD, Westwick Farrow Trevor Kirk Managing Director, The Magazine Publishing Company (TMPC) Mark Kuban Group Publisher, The Intermedia Group Alan Sarkissian Executive Director, Publishers Australia James O’Sullivan CEO, Retail Media CUSTOM Bobbi Mahlab MD, Mahlab Media Mark Brown Director, Engage Media Eddie Thomas CEO, Edge Custom Media Georgina Brujic MD, Text Pacifi c Publishing p 43-46 p 37-39 p 33-36 * This publication can be read online by going to www.mediabiznet.com.au and clicking on cover. MEDIA Trends + Strategy 10 p6-7 9-10_feature.indd p6-7,9-10_feature.indd, 9 3/7/09 11:44:18 AM 3/7/09 11:44:18 AM
MT Resource 2010