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Media Intelligence : MT Resource 2010
T he impact of the economic downturn on consumer titles may have taken longer to hit Australia but most agree it’s still been tough from an advertising perspective: “ We wouldn’t be alone in saying that we have suffered, particularly at the hands of some of our international advertisers,” says News Magazines CEO Sandra Hook. Most categories were impacted Hook advises – however food’s been strong: “MasterChef had some play where people were staying home and cooking for fun so that protected the food advertising category to a greater degree.” Many used the time to focus on subscriptions. Says Universal Magazines Associate Publisher Janice Williams “The economic downturn was not entirely a bad thing – it forced us to ask ourselves what more we could do for our advertising clients and that has proven worthwhile. The last 12 months have been bad for mass, but niche publishers are less dependent on those spare dollars. Circulations therefore have held steady, and in the case of direct or subscription channels, have risen.” Subscriptions have also been lifted by brand extensions. “ We’re having a number of successes in cross promotion and actually increasing our subscriber base,” says Next Media CEO David Gardiner. The choice of promotions being offered include roadshows, exhibitions, online and other cross-platform strategies. Gardiner advises that, “integrated packages are working better than straight advertising packages in magazines because there’s a bit of a fight on yield in tough times”. Next Media’s Australian Muscle Car magazine held the Muscle Car Masters on Fathers Day with over 15,000 people turning up. Magazines are sold at the event. “It’s promotional but we also make a DVD and sell that back into the chain and to subscribers,” says Gardiner. “So as a result we have sponsors and advertisers engaged across three or four avenues.” ACP Magazines Director of Sales – PBL Media Integration Louise Barrett believes brand extensions are becoming a major part of the deal. “Being able to provide clients with a totally integrated marketing solution is becoming increasingly sought after. The Top Gear offering is an example – magazine, T V, online and the live show,” Barrett says. Initiatives which ACP is undertaking to market their magazines to advertisers include regular client workshops, the Printworks initiative and events – for example Bank of the Year, Fashion Goes Live, and launching its own magazine beauty awards. “ When you have a strong brand it makes sense to see what else you can do for that market, and involve the advertisers,” observes Williams. In the last 12 months Universal has worked with a number of advertisers on brand extension products that involve print, DVD, eNews, eMag, online and cross-platform arrangements. “Generally, when we are articulating advertisers from print to packages, we are providing more touch-points with the market, consumer publishing During the GFC, publishers have concentrated on adding value in an attempt to stave off dramatic rate cuts which has proven the staying power of brand titles. Consumer mags justify confidence in ROI “By the end of the year we’ll have around 500 different ads measured across our different magazines; by the end of next year we’ll have over 3000 different ways to categorise the response of ads.” – Peter Zavecz Commercial Director, Pacific Magazines 21 MediaTitles p20-21,23 consumer.indd 20 8/12/09 2:20:04 PM
2009 - 2010
MT Resource Guide 2011