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Media Intelligence : MT Resource Guide 2012
branded content sales. This is a landmark change that responds to the needs of media buyers and advertsers. “Digital versions are fundamental to the future of media. The new rules recognise the move by publishers in Australia to embrace these new platorms. The debate should no longer be about the future of print, but the reach of the brand.” ABC chief executve Paul Dovas believes the new rules represent the most signifcant change to media metrics in Australia since the creaton of the ABC in 1932. He says: “Digital Version Sales reportng provides an ideal reportng model for the industry to manage the transformaton it is undergoing by encouraging innovaton.” The new rules have come at a tme when some larger ABC publishers, such as News Limited is changing its organisatonal structures and bringing their print and digital sales teams together. The new metrics refect this new way of selling and facilitate the media buyers in assessing a masthead in a more rounded manner. Media buyers were an integral part of the ABC’s Digital Rule Review process. Simon Davies, head of print at OMD Sydney and the Media Federaton of Australia (MFA) representatve on the ABC Digital Sub-Commitee, acted as a proponent of the new Digital Rules to the ABC members. Davies recognises that publishers are moving to a cross-platorm approach to selling. “This shif from a single platorm brand to mult-platorm increases the importance of understanding how consumers are using and interactng with their chosen masthead,” he says. “The various platorms need to be presented as one to build this understanding of how they work together.” He argues that it is important for media buyers to fully understand the role of each medium and what they are adding to the brand platorm. “This can only be achieved by having traders who have an in-depth knowledge of the mediums they are dealing with so that they can fully evaluate if there is a real opportunity or not.” The new reportng will give media buyers the tools they require to make such decisions, he argues. “We are looking for accountability and insight when we evaluate media opportunites. The new reportng provides additonal informaton that will help us develop our understanding of the cross-platorm opportunites.” Cross-platorm selling has typically been more common in the business-to-business realm where smaller teams and fewer lines of management give publishers the chance to be more agile. IDG Communicatons managing director (and CAB treasurer) Davy Adams admits IDG has always sold across all channels. “Advertsers are buying an audience not a piece of paper or pixels on a screen. The best way for advertsers to infuence that audience is ofen a mult-channel approach, print, online, events, telemarketng, leads, mobile, social media, so it makes sense that there’s a single point of contact for each of our audiences,” he says. The Circulatons Audit Board, which audits free and controlled distributon ttles, is currently reviewing its optons in terms of creatng its own rules for digital reportng. “I think it’s important that media companies are not penalised for delivering magazines to audiences in a digital format,” says Adams. “The experience of reading a magazine in print or on a tablet is very similar and the new CAB rules will allow publishers to seamlessly deliver products in whatever format best suits readers and advertsers.” The ABC reported its frst round of ABC Digital Sales fgures in May, coinciding with the 80th anniversary of the bureau. While digital versions are stll in their infancy, their contributon is no longer ignored. Who knows what new platorms will emerge in the next 80 years. MediaTitles 61 ABC Digital Sales Reporting "This shift from a single platform brand to multi-platform increases the importance of understanding how consumers are using and interacting with their chosen masthead. The various platforms need to be presented as one to build this understanding of how they work together." -- Simon Davies Head of print, OMD Sydney and Media Federation of Australia representative OMD's Simon Davies proposes the new rules.
Media Trends+Strategy 2012
MT Resource Guide 2013