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Media Intelligence : MT Resource Guide 2011
has already built digital scale around its titles with significant web investment. “ What is clear is that rich media and the tablet format present new possibilities to tell multi-layered magazines brand stories. We have had initial success with our taste and Alpha apps and there are more brands in the pipeline,” he says. With food and fashion already the dominant digital drivers in the News Magazine stable Kelly says “we are aware of the significant increase in video consumption, we understand this space as we have been producing Vogue TV, capturing behind the scenes footage of our shoots, and taste.com.au step-by - steps videos.” He adds that the rise in social media has influenced the way News Magazines markets its brands, “we have not increased our marketing costs but have increased our investment in social media through some changes to the marketing mix.” While industry measurement of cross platform engagement and emerging mediums like iPad apps is in very early development, advertisers are watching with caution and seeking guidance. Sagripanti adds that publishers are looking to training their media sales staff on cross platform sales. “ This is really where the gap is at the moment,” she adds. Mitchell says that there are few criteria to judge the apps in Australia at present other than traffic to the app. “ The real strength of apps is in achieving a higher quality consumer engagement with content and integrating our brands and their ideas in that. We are keen and we are waiting for one of the publishers to make a move in this area,” Mitchell says. Kelly says that as News works with advertisers on developing integrated campaigns including social media, they are looking for leadership and understanding in the emerging digital landscape. But Kelly says the critical challenge for the industry is to provide clarity for advertisers of the role each platform plays. “ These are emerging opportunities to enhance our magazine, and our advertisers, brand stories, we have invested heavily in our learning and taking a customer centric approach,” he states. Netsmarts and Digital Strategist, Commentator and Broadcaster Paul Wallbank agreed, pointing out: “Successful magazines are going to find the niches where readers and advertisers will pay to be engaged and identified with key groups, demographics and markets. Adding value is going to be the key to revenue on an Internet full of noise but increasingly fewer ‘nuggets of wisdom’.... It’s those nuggets of wisdom, useful analysis and unique worthy content that will be what time-poor and somewhat information-addled consumers are going to be looking for,” Wallbank said. Although the Internet may be taking revenue from traditional media it’s also growing the pie, pointed out PwC Executive Director & Editor of Entertainment & Media Outlook Megan Brownlow. “By 2014, online advertising will pull in an extra $1.6bn... and the ad market as a whole is growing 6.1% CAGR 2010-2014”. She said magazine growth in Australia is expected to be 1% each year which may seem low but is far better than the global average (only 0.3%). The reasons included very good product... “we really do magazines well”: Circulation may be down but readership overall is going up, she advised. MediaTitles MaGaZiNeS: tHe NeXt decade A recent Forum held by Publishers Australia and supported by the MPA with the theme “MAGAZINES 2020 – Content Providers, Curators or Experience Makers?” provided for some interesting vision and comment recorded by Media Titles and embedded into this publication’s digital edition. Questions from the floor are outlined below. ThE PANEl: (left to right ) NICk ChAN, CEO Pacific Magazines, PAul WAllbANk, Netsmarts and Digital Strategist, COlM O’brIEN, CEO Aspermont limited, NICk kEENAN, Joint National Trading Director, MediaCom, MEGAN brOWNlOW, Executive Director, PricewaterhouseCooper/Editor, the Entertainment & Media Outlook 2011-2014. What are magazine publishers in Australia doing wrong with regards to emerging platforms? if online click here how are digital analytics going to affect ad revenues? if online click here What sort of format will magazines take in 2020? if online click here Is there a killer app that we should be looking to for 2020? if online click here how can video enhance the magazine experience? if online click here What will magazines be printed on in 2020? if online click here Nick Keenan Nick chan Megan Brownlow the Panel Paul Wallbank colm o’Brien p6-9,11,13 mediaLandsca.indd 9 14/4/11 12:46:43 AM
MT Resource 2010
Media Trends+Strategy 2012