by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Media Intelligence : 2009 - 2010
consumer magazines Cross media learning curve Prema Perera CEO, Universal Magazines Touchpoint strategy David Gardiner CEO, nextmedia How important are crossplatform deals to advertisers? Are they now the norm rather than the exception? Cross-media platforms are important but still there is a learning process involved for a lot of our advertisers, so we must be willing and able to guide them. Basically, for each new client we do a simple analysis of their needs – the type of media used comes later. Print is still an excellent way to target a market, and our reach gives us an advantage. Often we can create a more powerful impression of a business in print, and hence generate more leads for them from print, than we can with a simple click-through tile ad on a website. That said, some businesses can really benefi t from our online offerings, especially if they themselves have an online store, or need their customers to learn more about their product or service in an online environment before they buy. It all comes down to how our clients are used to receiving the business that we send their way. How are you selling crossplatform packages, and how are you integrating the magazines in with other platforms/channels? Print and online are our two channels – we have 40 magazines and 12 websites. Each scenario is different – in some markets we package but the vast majority of our sales are done in response to a needsanalysis and on a separate basis. How has the economic downturn aff ected your selling proposition to both agencies and brand managers? How has it aff ected the expectations of your clients? 35 MEDIA Trends + Strategy p32-35_consumer mags.indd 34 p32-35_consumer mags.indd 34 3/7/09 11:58:57 AM 3/7/09 11:58:57 AM This is a great time to have a targeted marketing proposition. Marketers everywhere are cutting costs, so if you have media that hits their target, you will not be cut. In many ways we have seen the hot air evaporate from the market. Marketers everywhere have become focused on the nitty gritty of performance and ROI and have started taking a look at targeted marketing propositions. Universal Magazines has made some impressive launches already this year. It is a brave strategy given the current economic climate. What is the rationale behind this? Like every publisher Universal has been affected by the economic climate and we have had to do our share of cutting as well as launching. In regards to copy-sales niche titles are holding up much better than mass, so as long as we can find an audience we have something to offer advertisers. We have seen volatility in regards to advertising revenues, but highly-targeted propositions, such as those we offer at Universal, come into their own during recessions. All businesses need to focus on their target when marketing. So if Universal or any other publisher can help businesses target their markets effectively then we are fulfi lling our function as a generator of leads for business. Our recent launches did not so much require bravery but a cold hard look at where we could provide value to both advertisers and readers. How important are crossplatform deals to advertisers? Are they now the norm rather than the exception? There are some well-executed models where the content makes sense, but my view is that it is important for advertisers to feel that they are reaching the audience multiple times. It is part of most packages here, but I don’t think it is as cut and dried as bundling up and taking money for each thing. Each advertiser is different but again, it is important to have those touchpoints so they feel they are getting numerous hits on the same community. nextmedia has made several acquisitions this year – are you still in the market for more magazines, and how important is an established online presence with those publications? Our original strategy was to assemble a core business of specialist and niche titles that target groups of passionate readers. As magazines that hit those criteria come up for sale, we will continue to look at adding them to the portfolio. The online component for both Yen and G Magazine is critical as they create community. They are both bi-monthly magazines and the online component allows you to communicate with them more frequently while the magazine rounds out a deeper offering, which is what magazines are renowned for. Online is critical, and it has to be more – not just a replication of the magazine. If you look at most of our magazines, what we are trying to achieve is a minimum of three touchpoints, so we are looking for events, online links and magazines to have those touchpoints with the communities. What sort of initiatives are you undertaking to market your magazines to advertisers? We have 34 magazines now and each community is different, however in a broader context it is clearly diffi cult trading. Most of what we are doing is getting our people to spend more time with clients and understand what they are trying to do in this tougher environment. If they are looking to clear stock, move product or have sales, we are coming up with campaigns within the magazines where we showcase clients and what their business is about. That is what they need to maintain their profi le where perhaps their total marketing spend has been curtailed. How has the economic downturn aff ected your selling proposition to both agencies and brand managers? How has it aff ected the expectations of your clients? In a circulation sense we have not experienced the same sort of impact as major publishers. Our audiences are much more targeted with a higher level of subscriptions so circulations are reasonably resilient. On the advertising side, it varies enormously by category. If there are any categories that are particularly active with product releases, advertising is holding up well.
MT Resource 2010