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Media Intelligence : 2009 - 2010
newspapers Online newspapers cross borders Brendan Hopkins CEO, APN News & Media Is the subscription model the way publishers will monetise online content? As new delivery mechanisms come into models, we’ll be looking to monetise them but there are variations of that. We all have a number of overseas visitors coming to our sites and there’s differential ways of charging them – we own the New Zealand Herald which is a huge site and more than half of our traffi c comes from outside New Zealand: There’s no reason we can’t have a differential charging structure. I believe SMH. com.au is in the top 20 news sites in London so there’s no reason why Fairfax couldn’t charge differentially for that. What diff erentiates the Australian newspaper industry from the UK and US? It’s not the same industry, it’s not the same business here. Those markets have particular issues and characteristics which are not present in these markets. Here you’ve got large geographic distances, largely one-paper towns, and also very high penetration of local markets. Five out of 10 Queenslanders read The Courier-Mail in Brisbane and it has very high penetration, The West Australian penetration is even higher – so if you have higher penetration you can offer segments to advertisers that normal newspapers can’t offer. Will these factors continue long term? I think so. Very high proportions of our revenues in Australia and indeed in New Zealand are national and retail, much higher than would be comparable in other parts of the world. How are you attracting advertising dollars? APN is a regional publisher in NSW, the largest magazine publisher in Queensland and the leading publisher in New Zealand. There’s lots of different ways of attracting advertising dollars and each product in each niche market offers something different. All products are offering a variety of different packages – there are content packages; some magazines are more gloss oriented, some are less gloss oriented; inserting; there’s lots of different magazines. In this climate all businesses are challenged – online businesses as well as television, radio and outdoor. mediabi net The networking, search and information site for the advertising, media and marketing industries Z •Media Services •Marketing Services •Publishers •Publications •Television •Digital •Radio •Out of Home •Industry Associations •Research •Websites / Online Media •Printers / Print Services •Video & Audio Services •Graphic Design FIND THE RIGHT CONTACT, RIGHT AWAY Access thousands of advertising, media and marketing services •Photographic Services •Print, Art & Design Supplies •Production Support Services •Distributors (Retail) •Fulfi lment (Mailing) •Marketing Channels •Direct Marketing •Experiential Marketing •Sponsorship Marketing •Marketing Services •Incentives / Sales Motivation •Marketing Software Tools •PR / Communications •Promotional Services •Promotional Products •Custom / Client Publishers •Marketing / Consulting •Sales Promotions •Digital / Mobile Services •Multimedia / Internet •Search Engine Marketing •Domain Name/Web Hosting •Management Services •Industry Education •Industry Associations •Licensing •Advertising Services •Events / Exhibitions •Event Organisers •Suppliers & Services •Venues •Recruitment •Research Organisations •Market, Audience Research •Media Monitoring Services •Advertising Agencies •Branding & Design Agencies •Online Marketing Agencies •Media Agencies •Media Glossary •News / Archives / Links •And more comprehensive contact details with links to advertising rates, websites and more for more details call 02 9327 3876 • www.mediabiznet.com.au 59 MEDIA Trends + Strategy p56-59_newspapers.indd 58 p56-59_newspapers.indd 58 3/7/09 12:06:42 PM 3/7/09 12:06:42 PM .com.au no passwor no password free, fastfree, fast no sign-up no sign-up
MT Resource 2010