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Media Intelligence : MT Resource 2010
MediaTitles 25 Case Study consumer magazines What are WellBeing’s key facts? Launched in 1986, WellBeing is a bi-monthly magazine comprising over 120 pages and attracting a readership of 125,000 (Roy Morgan Sep ’09). Every couple of years we conduct surveys to further our understanding of the market. The most recent Sweeney Research reveals that 95 per cent of readers exercise at least once a week, 93 per cent take supplements and spend an average of $650 per year on them and spend $540 a year on skin care. Over 70 per cent will drink a health tea, have a massage, buy organic and go to a yoga class. Wellbeing.com.au and WellBeing magazine offer businesses a targeted community who are exploring natural health and living – delivering an audience that is “pre-qualified”, that is a group of people open to hearing about different ideas, products and services from individuals, organisations and businesses. They will pay extra for organic or natural and shop at health food stores more or as much as at the supermarket. When was the web site launched? WellBeing has had a web presence for the last decade but the current (now live) form of Wellbeing.com.au was launched on November 30. Since discovering that natural approaches to health issues are one of the most researched terms on search engines, we decided to build an information hub that does the research for people. Wellbeing.com.au is the complete one-stop shop – you can find out what to do about a health issue, learn about healthier lifestyles, find a therapist, spa or retreat, seminar or course, track down a retailer or producer, have your say, get the latest news, and have updates emailed. How is the effectiveness of the magazine measured? According to Roy Morgan, WellBeing is significantly ahead of its closest competitor (Yaffa’s Nature & Health at 79,000). Most of our advertisers are involved in effectiveness measurement with phone contact or online measurement, and this is where the action is. The publication tends to score highly when it comes to direct response because our readers are directly engaged with the subject matter. The average reader of WellBeing spends 1.5 hours with their magazine – quite an achievement in the busy, fast-paced world in which we live. Which other extensions/cross-promotions support the publication? In addition to WellBeing magazine in Australia, we have a New Zealand edition, as well as diaries and calendars. We also publish six bookazines a year. Recently we completed our first publication devoted to organics and are currently reprinting some of our more successful bookazines such as WellBeing Yoga. These are also available in 11 countries. On the home front, our ‘circulation engine’ – as we like to call it – is very proficient at the conventional channels: newsstand, key accounts, and subscriptions. The publication is particularly strong on direct-to- customer marketing such as direct mail or online sales. It is distributed widely including to individuals in health food stores, natural therapy schools, practitioner clinics and spas around Australia. We also have extensive supplementary programs that are fairly unique – reaching practitioners, spa and retreat operators, yoga schools, and other community groups. WELLBEING'S STRENGTHS SUPPORTED BY RESEARCH Associate Publisher Janice Williams describes the effectiveness of WellBeing magazine. “The publication is particularly strong on direct mail and online sales.” – Universal Magazines Associate Publisher Janice Williams CASE STUDY p27 caseStydy_Wellbeing.indd 25 p27 caseStydy_Wellbeing.indd 25 2/12/09 12:03:52 PM 2/12/09 12:03:52 PM
2009 - 2010
MT Resource Guide 2011