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Media Intelligence : MT Resource 2010
MediaTitles 47 Case Study custom & client publishing What are some of the key facts of Open Road? Open Road has a CAB of over 1.5 million. According to the last Roy Morgan report, it’s the largest circulating publication in Australia and the fifth largest read – that’s nationally, even though it’s based only in NSW and the ACT. It was initially launched over 85 years ago in a newspaper format. Open Road’s core readership is aged 35 years to 55-plus years. How does the magazine integrate with your overall marketing strategy for NRMA? It’s our key communications vehicle for the group. And in terms of its cost to produce, it’s a very effective marketing tool in reaching our membership base every second month. Once we’ve sunk advertising income into the costs, it works out to something like 45c per copy to print and post – so it’s a very effective communications tool. Within audited circulations, Open Road is placed with the Sunday magazines – including Sunday Life, Good Weekend, The Australian Women’s Weekly – and it has the lowest cost per thousand in its class which is also good for advertisers. There are seven motoring clubs in Australia (such as the RACV, RACQ) – and we’ve managed to do deals with the others where we do the national buy; so if an advertiser contacts us, wanting to go in all the publications, we can do that sell – that’s bigger than TV numbers in terms of all-audience delivery. The full national buy is around 5.8 million and if it’s just the eastern seaboard, it’s about 3.8 million. How do you measure the publication’s effectiveness? An AC Nielsen-commissioned study measured the depth of reading of Open Road recipients. It found high advertising recall across a range of categories (eg travel 70 per cent, car services 66 per cent, cars 57 per cent, finance 33 per cent, and consumer goods 28 per cent); significant ad effectiveness – 35 per cent of readers have bought travel services, 42 per cent have bought car products and 14 per cent have bought consumer goods – directly as a result of ads in Open Road; as well as high response to competitions and ads – over 860,000 responses were received in a recent competition. What is Open Road’s online position? Open Road receives a lot of feedback from readers online – as well as through [hard copy] letters. At the moment, you can click on the front cover [on the website] and get the latest news however early next year we’r e going into a full online build for the Open Road website. Then you’ll be able to watch online car reviews and obtain a whole lot of information around it. We’re also coming out of the build now for an online shop – it’ll launch on December 8, in time for Christmas. Open Road will be used as a powerful vehicle to promote that online shop. In addition various groups within the company have used the online option quite extensively for their marketing – for instance our travel arm, Tourism & Leisure Holdings, has sold millions of dollars of cabin space through Open Road. OPEN ROAD ACCELERATES ONLINE STRATEGY Open Road publisher Charles Blackburn speaks to Media Titles about the NRMA’s award-winning publication. “There isn’t a street in NSW or the ACT that doesn’t receive it.” – Charles Blackburn, Open Road Publisher CASE STUDY STOP Upgrade your membership and get a free GPS. Details at mynrma.com.au/gpsoffer Conditionsapply Ultimate test for four of the best My crazy family cruise NATALIE PRESS Why theQhas Sydney’s best view // Tahiti’s wonderful clichés Kimberley re veals its wild side// Road trip through yowie country p47 caseStydy_NRMA.indd 47 p47 caseStydy_NRMA.indd 47 2/12/09 12:11:28 PM 2/12/09 12:11:28 PM
2009 - 2010
MT Resource Guide 2011