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Media Intelligence : MT Resource Guide 2012
consumer publishing 28 MediaTitles Mark kelly Group Publisher, Lifestyle NewsLifeMedia What significant challenges are impacting on advertising for consumer brands? The exponential increase in cross-platform media channels and the emergence of mobile. Social media has changed the way brands need to communicate with their customers and potential customers forever. There is also a new era of “conscious consumption”: a much more considered approach to consumer spending. As well, Household Savings are also at their highest level since the ’70s at over 10%. Our audience no longer wants a one-way conversation – the traditional relationship that a print magazine brand had. They want to participate in the brand dialogue whenever and wherever they choose. This, coupled with the rise of online shopping, has added significant complexity to advertising communication. We are helping our advertisers navigate this much more complex consumer environment through a combination of strategic insights and creative cross-platform solutions. Which magazine is the most successful at taking brands across platforms? Vogue is the most successful in the lifestyle group, having dominant scale online at Vogue.com.au, with the largest audience and most significant Social Media audience of any fashion/lifestyle magazine brand with 75,000 Facebook fans, 27,000 twitter followers and 55,000 tumblr followers. We use our Social Media to enhance engagement and drive clicks which we in turn monetise. We are also producing the largest offline and online shopping events in Australia, driving over 100,000 people into the city in Sydney last year with Westfield doing record traffic and sales. Brand dialogue expected by consumers Janice WilliaMs Publisher Universal Magazines How are advertisers benefiting from your cross-platform extensions? We focus on targeted audiences. As potential customers proceed down the purchase funnel they go to different mediums to assist with pre-purchase research. Cross-platform packaging allows us to surround a potential high-value customer who is engaged in some pre-purchase research. Advertisers benefit because in one buy they reach consumers with different research habits. Our recently re-vamped Completehome.com.au website offers the full suite of packaged-with-print and specialist online marketing solutions. The packaged-with-print solutions give great exposure, click-throughs and an in- link benefit, while the specialist online marketing packages deliver all that plus a serviced lead-generation process based around sponsored content. Cross-platform packages at the upper end give us more ways to work the advertisers’ experience. What is the next ‘big thing’? Smart Online Advertising. Our customers are looking for better quality response in online advertising so we are already seeing two trends – sponsored content as a means to engage the customer, and engagement metrics to test its performance. How is content being leveraged in your magazine brand strategy? If you have content-generators on staff you can create the content that is required by each new medium. WellBeing for example offers content that is unique and valued internationally; it has been repackaged and sold in digital editions that don’t even exist in print here in Australia so our content has definitely opened up overseas markets for our brand. engagement through sponsored content executive outlook louise Barrett Director of Sales ACP Magazines Which multi-platforms are you using and how are they being monetised? iPad, websites, mobile, TV, and we are successfully monetising them. We’re about to launch new mobile and image recognition technology which will allow us to write additional revenue. It’ll give the consumer a really enhanced engagement with our brands and give them much more content to interact with. Which magazines are most successful at taking brands across platforms? Gourmet Traveller is selling about 5% of its total circ in iPad apps. A recent newspoll revealed 42% of all Australian women over 18 are being touched in a calendar month in some way by the Women’s Weekly brand – including buying the print form, the app, a licensed product, cookbooks, going onto the website. If you add the Easter television special to that, it goes up to 49% – so one in two Australian women are being touched by the Women’s Weekly brand in any given month. Top Gear extends across television and digital, Cleo is taking Cleo Bachelor to television, and Dolly is extending to multi- platforms including reinvigorating Dolly Model Search. Social Media plays a big part in magazine brands – Dolly has over 100,000 Facebook fans. Our magazine communities are massive and love interfacing with our brands in some way. Social media and events are increasingly popular, providing opportunities for people to touch and interact with the brands and the editors. Advertisers seek off-the-page opportunities to engage with our readers but it’s got to be the right event. off-the-page opportunities sought by advertisers p28-29 consumerExcOut.indd 28 11/6/12 2:33:00 PM
Media Trends+Strategy 2012
MT Resource Guide 2013