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Media Intelligence : 2009 - 2010
B2B magazines IT’S ABOUT QUALITY READER ENGAGEMENT While the jury is still out on whether agencies truly ‘get’ the value proposition of Business to Business (B2B) magazines, publishers are forging ahead and developing close relationships directly with clients by coming up with innovative solutions to deliver advertising messages to valuable, targeted and qualifi ed audiences. The sector is also supported by Publishers Australia – the industry association for quality, targeted media within Australia – who are working to promote the value of B2B publications through workshops, luncheons, awards and local industry research. Publishers are also recognising the value of extending the brand of the masthead beyond the print publication, and in today’s media climate, a B2B solution is likely to include several touchpoints with consumers. From online, to events, roadshows and exhibitions, B2B publishing is all about delivering a targeted, engaged audience to advertisers. Stimulus package creates interest Adrian Farrow MD, Westwick Farrow How do brand extensions assist the selling proposition and are they becoming a major part of the deal? Fortunately we – and by this I mean the B2B industry – have a huge amount of credibility amongst our clients so Westwick-Farrow has found it fairly easy to get acceptance for other products under our brand. For example our What’s New magazine audience has really picked up on our Mining Road Shows where we organise three exhibitions and high level training programs at three mine locations in the one week. This goes for the IT market too with our Voice & Data magazine. Again we have the right reader audience that turns up for these events and clients love to meet them face to face on an exclusive basis. What are some of the integrated packages working well for you in the current market? 37 MEDIA Trends + Strategy p36-38_B2Bmags.indd 36 p36-38_B2Bmags.indd 36 3/7/09 12:00:41 PM 3/7/09 12:00:41 PM Currently we are running our own stimulus packages which offer clients who are currently in one medium only, the other, at very attractive rates. So an online client gets offered the appropriate magazine and a magazine only client gets offered online at an attractive rate. The object is to hold the price line on their preferred media and encourage them to try something new which hopefully we can also hold. We have just introduced them and they are already selling quite well. Are advertising decision makers suffi ciently knowledgeable at understanding the value of smaller circulation B2B publications? If not, what can be done about it? I have been in B2B publishing for more than forty years and if you had asked me that question each year I would have said no at agency level and the opposite with direct clients who are at the coal face and realise the value of the B2B magazines giving them an almost instant response to their promotions. However, strangely, it has been the internet that has changed things around. Suddenly agencies are realising that small niche groups are powerful buyers of products and that B2B has the easiest entry to these niches, having established them already. We have recently taken to literally showing potential advertisers who they can expect to respond and frankly, now we are down mining our own lists, even we are impressed with our reader quality – something we have always taken for granted – and I would imagine this would apply to many other publishers too. The other great opportunity that will help our industry cement this new understanding of what we are about is the ABC, CAB and Nielsen combining to produce a level playing fi eld on website measurement and funneling these results directly though to agencies online. This will enable agencies to concatenate niche groups very easily into a bigger buy and then it’s up to us to package these with the relevant publications. This will be the fi rst time we can really fi ght the mass number products and indeed I think we will ultimately win the battle. After all, what client wants to spend big money on a shot gun approach when less will buy more of the exact audience you want. How are you marketing your products to advertisers? At this point it’s all direct.
MT Resource 2010