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Media Intelligence : 2009 - 2010
For information on your sector go to www.mediabiznet.com.au Total integration is the key Louise Barrett Director of Sales, Men’s, Specialist & Custom Titles & Director of Sales – PBL Media Integration ACP Magazines How important are cross-platform deals to advertisers? Are they now the norm rather than the exception? They are becoming the norm and since [CEO] Ian Law came to PBL, we have started getting a lot more traction. He pushed the need for us to be in that integrated cross-platform space. We are fi nding, that we don’t go to market without an offering that includes TV, magazines and digital. There are opportunities in other parts of our business too – across the Trader Group in ACP, across Ticketek, and CarSales. What sort of initiatives are you undertaking to market your magazines/ brands to advertisers? Everything we are taking to market as an initiative is totally integrated across the business. When we launch things like 30 Days of Health and Wellbeing – next year we are doing [30 Days of] Home and Entertaining – it is integrated across our entire ACP portfolio. Printworks is another revenue generating program, and again, we have taken it to market running across the business. It is an initiative to help us drive new business into TV, magazines and online and was developed to allow smaller, direct clients who haven’t got a huge budget, to dip their toe into the water and test how cross-platform could work for them in terms of being on TV, seeing themselves in the magazines and the digital space. It has been enormously successful. A quarter of the revenue for Printworks was digital, so it shows how interested people are in the digital space at the moment, especially those smaller direct clients. If you have a look at digital, most of it is agency business, and there aren’t a lot of direct clients. A lot of the smaller clients that came along were really interested in getting involved. How are you selling cross-platform packages? We are doing it as much as we possibly can and have become pretty good at it. My key account team at ACP are good at understanding television, for example. We keep moving people around the business to give them the experience in all the mediums. 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? What you will see is that clients aren’t committing for as long as they have been. That is starting to change, because things are starting to come back, but what we were fi nding is clients saying ‘We aren’t going to book for 12 months – I’ll book for three months, and see how things go, then I’ll book for the next three months, then the next three months’. That is why we put in place Printworks and 9TV Connect because we are signing up 12-month deals for clients. Locking them in for 12 months is a big ask for people in the current economic climate. Is there an expectation that rates are negotiable? There is to a certain degree. A lot of our competitors, I believe, have done a lot of damage, because they have gone into the market, reduced their rates ridiculously, and given it away. Although everything is negotiable, we have been really diligent in managing it because you don’t want to get to a stage where you have discounted your rates so much that you can’t come back when economic times get better. In this economic climate, its all about new forms of revenue, and we have tried to be as creative as possible in taking our offering to market. PUBLISHERS OF QUALITY SPORTS PUBLICATIONS PROVIDING MEDIA SOLUTIONS IN PRINT AND ONLINE NETBALL OFFICIAL ANZ CHAMPIONSHIP SOUVENIR GUIDE 2008 NZ/AUS $9.95 DAWN OF A NEW ERA TRANS-TASMAN RIVALRY BRING IT ON! EXPERT PICKS LIZ ELLIS netball at a new level ANNA STANLEY mental toughness needed Special Tournament Editions Programs Tournament / Match Editions Major Event Editions One Shot Event Editions Branded Corporate Editions Special Series Editions Offi cial Global Editions Global Enewsletters Major Event Editions Sporting Websites Offi cial Books – Leather Bound Special Editions Weekly Editions AUSTRALIA: Suite 309, 203-233 New South Head Road, Edgecliff NSW 2027 ph: +61 2 9327 3876 fax: +61 2 9327 3864 www.mediatitles.com.au NEW ZEALAND: Level One, 3 Robert Street, Ellerslie Auckland ph: +64 9 5255434 fax: +64 9 5255435 www.mediatitlesgroup.com MEDIA Trends + Strategy p32-35_consumer mags.indd 35 p32-35_consumer mags.indd 35 36 3/7/09 11:58:58 AM 3/7/09 11:58:58 AM Books – Event History EVERYTEAM EVERYPLAYER BONUS MATCH SCHEDULE
MT Resource 2010