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Media Intelligence : MT Resource Guide 2012
are publishers concentratng their eforts? And how feasible is it to monetse these platorms? ACP Magazines currently has over 45 ttles with iPad apps. The company has developed media-rich apps for Women’s Weekly, Gourmet Traveller, Myer Emporium, Qantas, and new magazine TechLife and is in the process of bringing its other apps in line. Sales director Louise Barret believes marketers have a lot to contend with at the moment. “It’s very challenging for marketers at the moment to get their heads around how many diferent forms of media they want to utlise and what’s going to give them the most impact,” she says. Craig Sims, general manager and board sports publisher at Morrison Media, the publisher behind Frankie, agrees you’d “be a fool not to extend your brand across multple media platorms”. He contnues: “Having mags that serve the youth – early adopters of new technologies – we have to be quicker than others, perhaps, to react to the changing technology. This comes at a cost because the way forward is more convoluted.” As tme moves on, it’ll be necessary to be across diferent media platorms in order to maximise a brand’s revenue, admits Sims: “Keeping the books balanced while going through the transiton is the hard part.” Therefore, the queston arises as to whether critcal mass is the key. Should publishers be across all platorms? Edge Custom Media’s Geof Campbell argues the goal is to develop relatonships between consumers and brands across many touchpoints. “Our focus is to develop customer engagement through compelling content using the platorms that are relevant to consumers at diferent points of their day and life.” Whether it be print, digital or mobile, the content is delivered in a platorm-neutral manner, he says. “We keep the tone of voice and the brand message consistent across each of these platorms, while the content may be quite diferent, taking advantage of the atributes of the individual platorms and creatng deeper engagement and more sustained relatonships between consumers and brands,” he adds. opportunity "Magazines have a far more intimate relationship with their readers. They (magazines) are great for building deeper levels of engagement because people tend to spend a lot of time with their magazines and most importantly spend their hard earned money buying them." -- Mat Baxter Chief Executive, Universal McCann
Media Trends+Strategy 2012
MT Resource Guide 2013