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Media Intelligence : 2009 - 2010
For information on your sector go to www.mediabiznet.com.au Targeted media offers results Alan Sarkissian Executive Director, Publishers Australia What are you doing to bring Publishers Australia to the forefront in the current market? We are developing a directory of our members, which has been long overdue, as well as undertaking PR and developing a library of case studies that will be written up externally. We are also putting together a series of showcase events across custom, B2B and B2C titles and possibly by sector, showing advertisers the power of passion. We will also be putting out a booklet showing advertisers how to get creative with publishers – how to do advertorial and sponsored features, how to do tip-ons and, if you commission a PR person to write your advertorial, what do you want to get out of it? We want to have some ideas sessions to show them how to get more impact out of their advertising dollars. Are advertising decision makers suffi ciently informed to understand the value of targeted, smaller circulation and B2B publications? No they are not. The value of targeted media is that it’s not size [of readership] that matters, it’s about the quality of the readership they are giving advertisers, and the brand affi nity that readers have with the masthead or titles. That applies whether it is B2C, special interest or B2B. What needs to be communicated is the power behind a campaign in being able to tap into communities of interest and to understand that, while they can have campaigns that can work at that high level – such as brand awareness campaigns in a high circulation publication – at the targeted end, you are right at the tip of that wedge where you are inside a community of people who are passionate about their trade or interest. In doing that, you can have far more effect and more resonance in the community. How do things like brand extensions assist in the selling proposition, and are they becoming a major part of the deal? They are, especially with things like experiential marketing becoming more popular. Everyone is getting increasingly bombarded from every angle, whether it is mobile, online or at trade shows, so the brand extension helps because you have this loyalty – a brand relationship with the masthead. Publishers have to have a multifaceted approach. Building value through content James O’Sullivan CEO, Retail Media Retailers aren’t online, so the online offering we do have is very much geared towards FMCG decision makers in agencies – it’s not something that has real cut-through with retailers at present. However we have been talking to one of the retailers and they want us to engage their national network online. We have also started working with GEON Group and will be doing some more interactive online e-book initiatives. What do you see as the greatest challenge for B2B media at the moment, and how are you addressing it? A few things. The migration to digital presents both threats and opportunities. Clients know it is diffi cult to engage digitally. There is nothing like getting a magazine with a scratch’n’sniff cover, or one that has been done using a special fi nish that reinforces the key elements of the brand. The days of fl ogging a magazine ad page are well and truly over, and now it is all about building in value. Value integration is the key. What types of added value are you off ering in terms of supplements, specials and crossplatform initiatives? What direction is Retail Media taking with regard to marketing to advertisers in the specialist sectors that you cover? From my point of view, given it is B2B, the content is my marketing. If I get the content right in terms of engaging, entertaining and informing retailers about current trends and what is happening across the market, then that is a lot of the marketing effort. Once I engage retailers and get them on board, advertisers will want to be part of that mix. What sort of initiatives have you put in place since taking over as CEO? Sales is number one, so more sales activity. The great thing about B2B is that we get access to clients directly – occasionally we use agencies but it would be a 70/30 split – which is excellent in terms of understanding their business needs. We are also reinvigorating the brand in terms of the content. We have really gone back to basics in Retail World, for example, and done a lot more of the operational work that was missing. I found there was a disconnect between head offi ce marketing and what was happening out in the fi eld. We have also gone very much in a corner in terms of engaging independent retailers, which is 23 per cent of the market. Do agencies understand enough about the value of B2B publications? It is all changing, I believe the whole brand awareness model that agencies have typically done that revolved around the 30 second commercial isn’t happening as much. There is more fragmentation in the market, that is the key thing, but the great thing about B2B is that I know who my audience is, and it is measurable. The clients know that the magazines are audited but the whole digital environment changed the landscape in terms of measurability. REDUCE YOUR BUSINESS COSTS MAIL • PACKETS • PARCELS MEDIA Trends + Strategy 38 p36-38_B2Bmags.indd 37 p36-38_B2Bmags.indd 37 3/7/09 12:00:43 PM 3/7/09 12:00:43 PM
MT Resource 2010