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Media Intelligence : MT Resource Guide 2011
“ The findings we are seeing from overseas would support this approach as no one seems to have found the right approach yet.” Allen views the new world of emerging media including apps and content for iPads and iPhones as “small beer at this stage”, but a realm that publishers must be competent in and actively, authentically promote. “If they don’t they run the risk of being seen as not progressive, not ‘with the market’,” warns Allen. “ The majority of people who buy magazines are using all the new technology and are therefore influenced in their attitudes by it.” News Magazines says it is using social media as a “marketing tool, to enhance engagement”. “ We are working with advertisers on developing integrated campaigns including social media,” says Mark Kelly, Group Publisher, Lifestyle Titles, adding 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.” News Magazines is also keeping up with the consumer appetite for video. “ 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,” says Kelly. Sandra Hook, CEO at News Magazines, says that as long as the magazine brand is strong, it will succeed over other platforms. “ We have great iPad and mobile executions of our brands. With portals like vogue.com.au, we have delivered for our existing print audience and grown the brand’s audience with other executions. “People pay for consumer magazines, it’s an active decision. Readers feel connected to our brands, they’re trusted. The transition to deliver to a digital audience is the logical next step. To achieve cut- through in the digital space, you have to have achieved that trust in print.” For advertisers, multi-media ad solutions take magazine engagement to a new level, says Zara Curtis, Commercial Director at News Magazines. “Our focus is on creating an interactive brand experience for all our consumer titles. We call it ‘gaming’ which is a loose term for a fun, entertaining and value-added experience at a consumer level. For advertisers, this equates to touching readers many times over various mediums, as well as reaching new people as well.” But it’s not just a matter of “creat- ing a PDF of the magazine and placing it online”, says Curtis. “ The medium determines the brand solution, and the advertisers that suit the concept.” * Robert Bryant, General Manager, IBISWorld MediaTitles 37 The magazine publishing industry aims to entertain and inform. The extent to which the industry fulfils these aims will greatly influence the readership and advertising activity for magazines; the industry’s future course is dependent on these trends. revenue is forecast to increase at an average annualised real rate of 1.5% in the five years through 2015-16.* – IBISWorld The DevelOPmenT of social websites, video sharing websites and internet-based market places, along with households’ growing internet use, will produce significant competition for magazines targeting young audiences and trade-based periodicals. nevertheless, the internet offers publishers the opportunity to retain and grow their printed and online readership, provide value-added content (pod casts, blogs, analysis tools) and to further stratify their markets; all of which could improve selling propositions to advertisers. new devices capable of accessing media content provide publishers with the potential for new revenue streams.* – IBISWorld news magazines CeO Sandra hook: people pay for consumer magazines, it's an active decision aCP’s “i love magazines” campaign If online click here p34-37 consumerPublish.indd 37 14/4/11 8:44:25 AM
MT Resource 2010
Media Trends+Strategy 2012