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 : MT Resource 2010
MediaTitles 25 Case Study consumer magazines What are the key facts of Famous magazine? Famous was launched in Australia on February 20, 2006. A weekly publication of 92 pages, the most recent readership figure – posted in the last few weeks – is 270,000 while the circulation figure is 83,842 which represents an approximate 35 per cent increase year on year. To what do you attribute this big increase? A combination of two things. The price reduction – down from $4.50 to $3.50 – and a complete re-vamp of the magazine. The feeling was that the magazine didn’t reflect the brand values it had when it was first launched. Instead of being scandalous and salacious, we wanted it to be more stylish, smart and funny. The official relaunch was Nov ’08 so the year-on-year increase relates directly to the relaunch. What has been the response of advertisers? We’re definitely receiving a lot more interest. What we’re happy with is not only that we’re up 35 per cent, is that it’s in a market which is down overall; some magazines, year on year, including some of our competitors have come down quite dramatically – so the turnaround is pretty substantial. What value is placed on the web site? Given the demographic we target – 18-29 year olds – is so incredibly web-savvy and spend so much of their time online, it’s really important for us as a brand to have a worthwhile presence online. We use the website as a tool to supplement what’s in the magazine. We can write a story about Lindsay Lohan getting kicked out of a club then inform readers that if they want to see the video of her getting kicked out of the club they can go to our website: it enhances the magazine experience. Has the website evolved? The site has evolved and the rise of the video has been a big factor. Tw o years ago, there wasn’t much video around but now every paparazzi carries a video so we host a lot more of them. The site is a great brand extension and is undergoing a total redesign: We’re re- launching it next month and it will have more general functions as well as video functions to ensure information is easier to access and navigate. What other cross-promotions support the magazine? We’ve got our own TV channel called Famous TV and we post the Famous TV videos on the website. When staff attend events – such as “The ARIAS” and “Australia’s Next Top Model Finale”, Famous TV goes along. People see that we’re there with the celebrities and can watch exclusive interviews with them. They get an insight into the office – and that’s proven really popular. The mobile site launched in May and has been very well received. Social networking is big – at last check, we were the most followed local (Australian) magazine on Twitter. Twitter’s been fantastic for us – it’s almost a line into the office for people because it’s about us rather than about the celebrities. We discuss what we’re doing, what we’re loving, what we’re hating and what we’re looking at right now. We’re posting around 30 or 40 Twitter updates a day so there’s something new all the time for the dedicated followers who want instant updates. PRICE REDUCTION & RELAUNCH ATTRACT FAMOUS CROWD Famous magazine’s Editor-In-Chief Gereurd Roberts explains its recent rise in popularity. “We are the most followed local magazine on Twitter – it’s been fantastic for us.” – Gereurd Roberts, Famous, Editor-in-Chief CASE STUDY p25 caseStydy_Famous.indd 25 p25 caseStydy_Famous.indd 25 2/12/09 12:02:22 PM 2/12/09 12:02:22 PM
2009 - 2010
MT Resource Guide 2011