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Media Intelligence : July 2007
MediaTitles 31 hasn t increased as much as our readership has, but it is all about creating a strategy going forward. " Virgin Blue s brand specialist, Melissa Brooks, sees the success as a re ection of attitude towards the publication. "It has been successful, as its strategy is primarily for guests needs and secondary for the airline, whilst being able to support itself as a business unit. The objective has been to provide guests with a value-add product that they would want to read and take with them -- not exclusively for our [Virgin Blue s] needs." For the right brand with the right concept, custom media can be an authoritative tool, and the growth of the industry has increased with the recognition that custom publications can be a powerful marketing communication strategy. "They do very well in engaging a customer and there is enormous momentum about engaging customers right now," says Brujic. "What custom magazines do, better than any other medium, is that they inform, they inspire, they tell people what your brand is really about. They also generate a high level of trust with readers. You need that level of trust not only with clients, but you need to generate it with readers." Titles can work side by side with third- party advertisers, often giving these outside brands valuable exposure, as is the case with Hardie Grant s Mercedes Australia magazine (see boxon page 33) to an elite and di cult- to-reach target market. However, TPP s Lovonne Burrow cautions any brand against launching a custom publication for the sake of it. "A custom publication cannot be seen in isolation. Any advertiser should have an integrated solution to communicate with its clients." She reveals that part of the strategy of a well-known retailer who has a successful magazine is to also publish a fortnightly catalogue program to drive sales, reinforce the value perception and maintain tra c. This combines with a loyalty program that rewards the top quartile of customers by delivering the custom publication free of charge. The magazine incorporates special promotions, engaging editorial and a gift voucher. "The customers feel special and respond in turn," she adds. While research into the e ectiveness of custom media is in its infancy in Australia, with much research being undertaken in-house, the Association of Publishing Stress Address the GIVEAWAY! Bonus your world of good health WINTER2 007 CHEMWORLD CHEMIST WILL WE FOLLOW THE TRENDS? • The number of new custom launches in the UK in 2006 exceeded those launched in 2005 (which previously held the record) by 16%.* • The Custom Publishing Council of the USA reports that a study conducted by Roper Public A airs in 2005 found that 85% of all consumers would rather get information through an interesting collection of articles than through an ad. 75% feel that custom publications prove a brand is interested in building a good relationship with them.^ • More than a quarter of all readers pick up a custom magazine three or more times before they are nished with it.* • 44% of consumers interact in some way with the brand as a direct result of reading a custom magazine.* • The UK industry is worth more than £385m, (AU$925m) with year-on-year growth of 10%, and is projected to be worth more than £531m (AU$1.276b) by 2009.* *Association of Publishing Agencies; ^Custom Publishing Council
2009 - 2010