by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Media Intelligence : MT Resource 2010
53 MediaTitles T he burgeoning digital media is a boon for consumers and advertisers alike, as they offer both groups the chance to take advantage of richer, more diverse media outlets that suit their needs at many different moments. But for marketers and media buyers working to formulate impactful campaigns, the diversification of media brands into multiple channels begs the question of how to accurately track overall brand performance. A strong print brand, for example, may attract a meagre online following. Conversely a surge in print sales due to a major breaking story may also result in greater numbers of readers being engaged online, or subscribing for regular news updates via email. What kind of whole do the component parts create? One Media Buyer keenly aware of these challenges is Jackie Edwards, National Buying Director for Initiative Media. “ You have to ask if you are covering off all consumers if you only use a brand’s print product,” she says. “And you also need to know what a digital offering brings in terms of consumer engagement.” Digital media also demands different metrics than their printed or broadcast predecessors, as older measurement systems do not offer detailed insights into the way consumers interact with newer forms of media. Kerry Field, Innovation Partner at Mindshare, believes the need for measurement across multiple media will only increase as new forms of media become prominent. “As publications start to have a mobile presence, it will become interesting to see how the audience happens across three audit feature Media brands’ diversification into multiple channels means no single metric can accurately reflect their audience’s activities or engagement. Cross-media measurement tools are the answer, as Simon Sharwood explains. Crossing over ABA data at work The services mentioned above are widely sought after by publishers and advertisers alike, as shown by Universal Publishing’s recent experiences. Australia’s largest niche publisher, with 40 magazines and 14 web products targeted at specific lifestyles and interests, the company recently found its own data pointed to a circulation increase for one of its motorbike-related titles, Australian Road Rider. Universal invested in the title to further build sales, but decided that participating in an ABA audit would prove and cement its success. Data from the Audit Bureau of Circulations (ABC) proved that Australian Road Rider had indeed secured the lead in its category and Ms. Williams (left) confirms the market has responded positively. “We took a massive leap in advertising revenue in our ABA’s new Masthead Report p50-55 abc_cab.indd 52 8/12/09 2:52:25 PM
2009 - 2010
MT Resource Guide 2011