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Media Intelligence : MT Resource Guide 2012
a growing number of channels. Online publishing has opened communication channels between the publisher and the reader and this has changed the way that we interact with our audience on a daily basis.” He observes that, as engagement via online channels increases, so too does the interaction with the reader. “At the end of 2011 we gave our readers the opportunity to comment on news stories and there has been a phenomenal response on our trade titles Real Estate Business and The Adviser,” he reports. “Some stories attract in excess of 50 comments and this gives the initial report greater depth and perspective.” The biggest impact on Sterling Publishing’s editorial focus has been in how it delivers news to its audiences. “Over the last five years I’ve seen our output of news multiply dramatically as the demand from our readers has increased,” observes Whitlock. “An extension of this over the last couple of years has been our development of online news broadcasting. On our flagship title, The Adviser, we have increased production from one video a week to three. Our audience has also risen dramatically from around 800 per broadcast to over 4,200.” Of course now B2B is addressing the impact of tablets into the media equation. Many appreciate that this avenue may be slow to pay dividends but the rapid uptake in Australia (see Box on page 43) demands it be taken seriously as a dominant channel in the not too distant future. Over the last 12 months Sterling Publishing has invested significant time and resources in developing iPad apps for two of its titles. “ This decision was based on research that we conducted across our audiences for our trade and retail titles which revealed that the use of tablets was increasing dramatically,” Whitlock advises. “ The first app was launched for Smart Property Investment – our newsstand magazine for property investors. Initially launched as a free app we’ve recently priced each app at $5.49 and we are seeing a modest but steady uptake in downloads. “Following the Smart Property Investment launch we rolled out an app for our trade magazine The Adviser which has hit more than 1000 downloads. We are currently preparing to roll out an app for Real Estate Business. “ At Architecture Media, MD Ian Close explains: “ The magazine that has the greatest consumer appeal that we do – which is Houses magazine – we’re planning for an iPad app for that by June; we’re not expecting that this will be revenue-positive any time soon, we just have to be part of the future. All Architecture Media’s design magazines – Architecture Australia, Houses, Artichoke and Landscape Architecture Australia – have digital editions available for purchase on Zinio. The company is also developing digital properties – architectureau.com was launched on November 1. May statistics reveal 31,155 unique visitors, and 235,823 page views. This aligns with Suhler’s belief, that B2B publishers have realised, “that the definition of community, which the business MediaTitles 33 = successful Business as usual p32-33,37 b2bFea.indd 33 20/6/12 11:43:05 AM
Media Trends+Strategy 2012
MT Resource Guide 2013