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Media Intelligence : Media Trends+Strategy 2012
For information on your sector go to www.mediabiznet.com.au MEDIA Trends + Strategy MEDIA Trends + Strategy 45 consumer magazines iPad – a godsend Responding to advertiser needs Does the term “Newspaper inserted Magazine” dilute the value when compared to a stand-alone magazine? I don’t like the term “newspaper inserted magazines”; I think they’re magazines in their own right. The magazine industry wants to categorise them as being different to other magazines – that isn’t necessarily how the consumers see them or how advertisers see them. They’re consumer magazines. Consumers see them as magazines; they’re designed and read as a magazine and consumed as a magazine. The fact that they’re carried as part of the price of a newspaper, I don’t think the consumer sees it as being of any less value and I think advertisers also evaluate them against other magazines. Also the specialized nature of some of these magazines – Travel, Health, Well-being TV, also the one-offs – such as Telstra 500, V8 magazine, Sydney Festival mag, – these reach a mass audience and come out at a time that is topical. They’re retained quite often because of their mag format and they’re read and re-referred to. Equally the sections within newspapers are evolving to be more like magazines. So a magazine is not necessarily defined by what stock it’s printed on or pages it needs to be. It’s probably more the reading environment which is created by the product and the brand and how that differs from newspapers. For example, the magazines within the Sunday Telegraph – Body & Soul which is a magazine and brand in its own right; as well as Escape, TV Guide and Sunday magazine. How are you integrating digital extensions and social media? We launched a Body & Soul website in January this year and it’s already attained its number one position in health and beauty category. On our iPad interactive app, Body & Soul, Escape, TV and Sunday magazine all feature prominently so there’s exclusive content produced each week on those platforms. Digital isn’t what we do specially – it’s just part of our day-to-day role. All of these magazines have their own Twitter feeds and Facebook followers – it’s part of business as usual. Do you present your products to advertisers in a certain manner? I don’t really see ourselves as producing standard packages. I think the best response to advertisers is when they have specific needs and you get the best response when you get a good brief. Sometimes an ad on the page is what they require; other times they need a far more integrated social media, EDMs, videos. The demand for video consumption and advertising is probably where there’s been particular growth in the digital space from advertisers over the past 12 months – there’s a key demand to serve as much video as possible. What’s the next big thing? We have a website called “Our Deal” – the integration of Our Deals and purchasing databases is going to be pretty important going forward and how we package those for key advertisers. As we acquire more Facebook followers, more Twitter followers, EDM subscribers, how advertisers are able to access those specific clients with target offers, we’d see as an important part of any proposal that we develop. The data’s probably the next big area of integration... the consumer data as people subscribe, follow and become members of various social media: how advertisers can connect with them is something we’ll be doing a lot more of going forward. Probably there’s more opportunity on M-sites and mobile phone apps than there are on iPad and tablet devices. Michael Miller MD News Ltd How are Newspaper inserted Magazines evolving? They are certainly becoming more audience- focused than in the past. As opposed to newsstand mags, they have had the luxury of having an already- made readership without the cut-throat existence of life on the rack. But with the fragmentation of the media market, NIMs are certainly devoting far more resources to understanding their audience and their needs. How has new media, including online, iPad and social media impacted on their development? The iPad is a godsend. Not only can we reproduce the high visual quality of some of our mags (and in many cases exceed it) but we can give readers far more – picture galleries, video and behind the scenes footage that might ordinarily have not run because of space limitations. Good Weekend, for instance, is now one of the top rating sections in our iPad app over weekends. How do you present your products to the advertiser? It’s about reach, the audience we provide for them and the amount of time our readers spend with our magazines – which is a great deal. And we are spending an increasing amount of our time and energy on helping them find more creative ways to connect to that audience. What’s the next big thing in this area? The next big thing is the last big thing and it’s the only thing that counts. Great content. The best, the most informative and the most entertaining story telling you can get. Without that, you have nothing to offer your audience or the people trying to reach them. Garry Linnell National Editor, Metro Media Division Fairfax Media p44-45,47-49_consumerMags.indd 45 28/11/11 2:24:02 PM
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MT Resource Guide 2012