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Media Intelligence : MT Resource 2010
on small circulations,” states Intermedia Group Head of Digital Karl Hayes. “It’s very difficult to always make sure that you’re reaching everyone in the marketplace with a B2B print title. Also, considering a lot of companies that may subscribe to B2B titles may keep the copies of the magazine in more of a closed environment where there’s potentially a lot of other people in the company that could be accessing the content and being kept up to date with the latest news and issues in the industry – online is obviously an easy way to reach people and engage with them.” TMPC has ventured into online capabilities. “ We’re keeping mainly to the magazine titles and their brand extensions,” says TMPC’s Kirk. Intermedia’s Hayes confirms this strategy, observing: “As a company we’ve utilised online very well to build our print brands in the marketplace.” For many, online extensions are forming a major part of the deal. “ They’re an incredibly important part of print titles these days,” observes Hayes. However it’s important that when the ad managers engage with their clients and industry strongly they’re able to present a complete media package covering print and online, advises Hayes. When he refers to online, Hayes emphasizes that he’s talking about e-newsletters and websites as two different products. “Having the three products combined in the one package and utilising the print for a certain aspect of the campaigns, email news content for a different market place and then the web sites for a more engaging campaign, definitely works better,” says Hayes. “It’s much better for the client – this allows the client an ability to measure, which they don’t necessarily get in an easy- to-access format when advertising in print only.” Intermedia has 12 news web sites covering 12 markets with varying levels of traffic but all of them he says are working very successfully. The twelfth one – the “Australian Gift Guide” launched in October – targeting giftware retailers, wholesalers, distributors, importers and manufacturers means the size of the market is around 40-50,000 outlets or potential individual readers – considered large for a B2B market. It appears Intermedia has been very proactive in addressing the current marketplace and as a result has been very successful during the current economic climate. However, Hayes points out, “From what you hear around the traps, a number of them [B2B publishers] haven’t been proactive enough and haven’t jumped on online in particular and utilised it to their best advantage.” For others, the economic climate has ushered in a period in which to assess how best to redefine the B2B offer. “Some titles are affected and some aren’t,” says TMPC’s Kirk. “It depends on the industry with which that title is associated.” Retail Media’s O’Sullivan concurs. A recently completed reader survey of retailers for the company’s Retail World magazine found in response to the question, “What kind of impact has the MediaTitles 32 “Online extensions are an incredibly important part of print titles these days.” – Karl Hayes Head of Digital, Intermedia Group p30-31,33 b2b.indd 31 8/12/09 2:27:59 PM
2009 - 2010
MT Resource Guide 2011