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Media Intelligence : MT Resource Guide 2011
training staff or hiring new members with these skills. Indeed Bean’s Dutton points out that the main issue of concern he has is “retaining our best assets – which to me are our staff. I regard them as fundamental to our success – both in the past and the future. A recipe is only ever as good as the ingredients.” Haymarket Media’s long-term view is taking effect through investment in the latest technology – specifically in iPad editions, MD Jeremy Vaughan pointing out that it’s “more about the results in five years time”. “ This is a period of great change and we all have to embrace that change. The audience of today is demanding content across all platforms so let's deliver it,” he advises. Indeed from traditional channels in print and online their FourFourTwo publication has seen the development of many interesting extensions – its recent launch onto iPad saw the combination of the best content across all platforms (including print, smartphone configured web site, e - newsletter, Facebook, Twitter) into one digital offering. Most companies have found that electronic marketing is invaluable for generating new leads. A good example was the campaign created by Westwick-Farrow for (industrial electronic installation, maintenance and service provider) Fluke. A 2010 Publishers Australia award-winner for the Integrated Media Campaign of the Year, Farrow explains: “We persuaded Fluke that they’d do well using electronic and direct marketing. They’d been a purely print advertiser – it was the first time they’d gone out into that area. Many new leads were generated and they were very pleased with the results.” New channels are beginning to expand advertising sales opportunities for B2B publishers. It appears events – encompassing exhibitions, roadshows, seminars and roundtables, are a growing arena in which B2B publishers are engaging readers. Westwick-Farrow is becoming seriously involved with exhibitions. “ We used to be in exhibitions in the ’90s – we had many then but they were bigger in style with 100s of exhibitors,’ says Farrow. “Nowadays we have roadshows that are limited to 16 exhibitors except for the radio show with 40 stands – the emergency side has been particularly huge. And our roadshows for the mining industry work very well as they go to the industry locations – such as Mt Newman, Mt Tom Price, Mt Gambier.” Architecture Media finds it is engaging more readers through events. An awards program was recently launched for its Houses magazine which has been fully subscribed This publication also offers a series of talks where architects and clients give presentations on their collaboration which have featured well- known author John Birmingham and the winner of the Robin Boyd Award who presented in the family house in Melbourne which have proven to be very popular. “Events, online and education are some of the biggest growth areas for us at the moment and we’re seeing a large increase in consumption of content via mobile channels," says IDG's Adams. “ With CIO for example we have the magazine, the web site, a set of very successful conferences and smaller events and the CIO Executive Council. All of these elements support and enhance each other, helping to increase brand awareness.” Also Retail Media has become more proactive in events, including APP (Retail Pharmacy) IGA (Retail World) and other local and offshore expos each year. “Also coming up is Shopper Marketing Live,” says Elliott, “where our staff can engage with customers and where we can identify key issues and trends emerging in the media marketplace.” Meanwhile The Intermedia Group has created a whole division dedicated to conferencing and events. This direction fits with the observations of the PwC report which advises that, provided B2B publishers continue their focus on serving core customers, “they will ensure that their relevance in a crowded and increasingly competitive marketplace is maintained and increased”. People are still going to want a print-based magazine because when they go home they don’t want to be on a computer again after working on one all day. “ They read a paper-based magazine for relaxation, ” TMPC’s Kirk points out. “ They read it for knowledge, being B2B, but they also read it to wind down.” The way of the future for B2B is the way most print will go he believes. “People are still going to like the fact that they can sit home and thumb through a magazine until they can get these tablets down to where they’re disposable items. They’re working on technology where it’s just plastic and pretty cheap and they can be thrown away. When it gets to that point then I think we’re in big trouble as far as print goes.” The final word on the way forward for B2B goes to the PwC report which concludes that “...recognising that the consumers of content are increasingly determining how that content should be delivered, the front-runners are focused on embedding customer- centricity at every level of the business. “Demands for ‘anytime, anywhere, anyhow’ access to content mean that B2B publishers must work much harder to stay relevant and be informative. The digital proposition is on the table. How publishers choose to react to it from now on will determine their future. “ MediaTitles 53 p50-53 b2bPublish.indd 53 15/4/11 2:26:43 PM
MT Resource 2010
Media Trends+Strategy 2012