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 : July 2007
Agencies (APA) in the UK commissioned Millward Brown to introduce a measurement approach to bene t publishers and their clients. This measurement approach was called The Advantage Study and its aim was to develop a consistent methodology across the industry. Other research has been undertaken by the APA, particularly in conjunction with the Direct Marketing Association, which shows that customers prefer consumer magazines as a method of communication and that they can "stimulate brand loyalty by as much as 32%"(Association of Publishing Agencies). Publishers in Australia are measuring the e ectiveness of custom media in a variety of ways. "I don t think e ectiveness is that di cult to measure," says Brujic. "We have a lot of di erent approaches, depending on the publication and brand. One similarity across all of our magazines is that we know that content directly in uences the behaviour of readers, and that in itself gives measurable results for stakeholders, which then helps them measure increases in sales peaks. Our clients always say that they are inundated with readers responding to calls to action. Every magazine needs a call to action and, if you are getting a response at your switchboard or in marketing, then you are actually seeing those calls to action, so it is a no-brainer when it comes to measuring e ectiveness. "People forget that there are many hybrids of custom magazines, so we use Roy Morgan to measure readership." Universal Magazines also employs Roy Morgan. "It is amazing the number of jobs we have looked at with an existing custom- publication model and that [research] step hasn t been taken," reveals Janice Williams. "There are a lot of people out there with publications who are feeling good about [their publication], but when you ask them how they know whether people are reading it, they don t know." Hardie Grant also looks at how the customers are measuring e ectiveness. "Our clients usually have measures in place, and a good example is in the sales environment. One of our clients, Henry Buck s, decided to try a magazine and, even though they already have a very clear brand position and very loyal customers, they wanted to broaden their customer base," explains Fiona Hardie. "We have done two magazines for them and they have had an 18.5% sales increase on the previous year. The magazine was the only thing that signi cantly changed, although they did do a bit more merchandising in the stores, but it was all connected to Henry the magazine." Hardie recently returned from the UK, where she was shown the latest in measurement techniques, including a tool used by NatWest Bank in their client publication. Each featuredproductis assigned a unique 1-800 telephone number, which is only printed in the magazine. All enquiries, therefore, can be directly attributed to being sourced from the publication. Following the trends from the UK and US, custom publications are the new must-haves for brands across the board, and everyone wants their share of the publishing pie. It is a shift that has been gaining momentum over the past two years, with many mainstream cosumer publishers pitching for custom jobs, according to Hardie. "I think with the consumer publishers dominating, as they do, they are not really focused on the whole e ectiveness of custom magazines. Custom Publishing has become more opportunistic, as a way for those publishers to publish a big magazine... I m concerned that if they don t apply the marketing disciplines to it, that it won t be e ective for the client. It becomes just another magazine. I don t think those consumer publishers see themselves as custom publishers; they just apply the traditional consumer model of advertising sales and copy sales without overlaying the marketing rationale." The upside is that the groundswell of custom publishing has brought more creativity and exciting concepts to the genre, but on the downside, several publishers have crashed and burned by promising things they simply could not deliver. "I think that the stayers you see in the marketplace are companies that manage the clients expectations well," says Janice Williams. "If they are in a market that genuinely exists, and if we communicate well to that market and create a product that is sophisticated, then that market is going to continue to grow." MT 32 MediaTitles Custom and client publishing I don't think consumer publishers see themselves as custom publishers; they just apply the traditional consumer model of advertising sales and copy sales without overlaying the marketing rationale." -- Fiona Hardie "
2009 - 2010