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Media Intelligence : MT Resource Guide 2012
MediaTitles 27 consumer publishing content for our customers as well.” “The exponental increase in cross-platorm media channels and the emergence of mobile Social Media has changed the way brands need to communicate with their customers and potental customers forever,” observes Kelly. NewsLifeMedia’s Vogue has a signifcant Social Media audience with 75,000 Facebook fans, 27,000 Twiter followers and 55,000 Tumblr followers. “This enables Vogue (and its advertsers) to always be in conversaton with its audience,” says Kelly. “We use our social media to drive trafc back to the website, to enhance engagement and drive clicks which we in turn monetse.” Without doubt the next 12 months will be about genuineness and engagement,” says Williams. “The new FaceBook Insights have already turned towards engagement metrics, and engagement is what we need to explore with our advertsers. “Getng in on the ground level to run a conversaton, conduct research, or talk with a community of interest is going to be the future of social media.” Barret underlines how important social media is – playing a big part in magazine brands: “We have over 100,000 Facebook fans for Dolly – it’s massive to our magazine communites: they just love interfacing with our brands in some way, shape or form, and social media is very important to them.” Like many media companies Pacifc Magazines has websites, Facebook, Twiter for most of its brands. Observes Zavecz. “In the social media, it’s about getng a bigger footprint, staying in contact and getng feedback from readers …The monetsing of that is more in extending our brands.” “Social media and events are growing increasingly popular – and providing those opportunites for people to touch and interact with the brands and the editors – it’s really important,” Barret advises. “Our advertsers seek of-the-page opportunites to engage with our readers” but it’s got to be the right event, she underlines. In early May, ACP Magazines’ Home, Food & Wine Weekend ofered over 20 events across three days in Sydney and featured a dedicated reading room for guests to read the magazines and mix with the editors. “People love interactng with our editors and [having events like] this is a really good opportunity to let them interface with the public.” As Gardiner believes clients are looking for a litle more depth in the presentaton – “I think events and awards then using the various channels around those are a good way of showcasing and actvely partcipatng with either staf, clients or distributors.” Next is a media partner for a few internatonal surf events so it produces the ASP Guide in a printed format ataching to the magazine, in a fip-book format and in an app so all the major surf brands come in as sponsors and advertsers. Muscle Car has a showcase event every year which has about 15-20,000 people atend and is also well sponsored. Over at NewsLifeMedia, Kelly reports that the company is producing the largest ofine – Vogue’s Fashion Night Out (VFNO) – and online – Vogue’s Online Shopping Night (VOSN), shopping events in Australia: “VFNO drove over 100,000 people into the city in Sydney last year with Westield doing record trafc – 700 retailers partcipated and there were record sales. “VOSN was so successful that it has been expanded to twice a year, with over 100 brands partcipatng and many doing record sales online.” Vogue.com.au in partnership with Moet has a bespoke hub running from February to June to promote joint events including a flm festval being held during June/July. Gardiner believes clients are startng to get the picture that they need to get their brands in front of people on multple occasions and in diferent subtle ways – “So many of our e-newsleters are sponsored; whereas if we go back two or three years, everyone was talking about website positons and you must have the top banner: a lot of that has disappeared now and it’s just giving clients the opportunity to have their brand partcipate in three or four cross- platorm executons.” Whether through events, apps and mobile and other platorms, enhancing and extending the print ofer will contnue to increase reader engagement and advertser involvement. "We use our social media to drive traffic back to the website, to enhance engagement and drive clicks which we in turn monetise." -- Mark Kelly NewsLifeMedia Group Publisher, Lifestyle
Media Trends+Strategy 2012
MT Resource Guide 2013