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Media Intelligence : July 2007
i Custom and client publishing What makes custom publishing such a good investment for CPA Australia? We have two custom publications, with our primary one, InTheBlack, serving several purposes. As a foundation purpose, it is a membership communication vehicle. It enables us to clearly position the organisation in the minds of the readers. Whilst it is circulated to members, it has a readership beyond that. It also goes to non-members and has quite a reasonable pass-on rate. It enables us to reinforce our position in the minds of our members, which is important in itself, but it also impacts on other readers. How important are the publications as an overall part of your marketing strategy? It is an integral part of our promotions campaign but it also provides a definite value-add to members. We have several electronic newsletters and a number of them go out on a weekly basis. One of them goes out to just about every member and another goes out to about 35,000--40,000 specialist tax people. It is a definite value-add to members, as they get the information in a succinct form: headline stuff, with a regular circulation at a predictable time, and it is designed in such a way that it will provide readers with enough information for them to get a good sense of what the story is about. If they want to read further, they can click through and come back and read more detailed stuff on the website, which is obviously what we want them to do. It is all about interacting with the members in a time and in a medium that is convenient for them. Our research says that that sort of communication is the best way to do it. The print publications are designed more as discussion pieces and they pass on information that may be a little more technical or debatable, which again refers further and more detailed comment back into the site, so it forms an interactive and integrated communication. How do you value the effectiveness of your publications? We find the magazines and the electronic mediums and the site and the newsletters to be absolutely critical to everything we do. Over recent years there has been a move from promotion and communication of pieces of hard-copy direct mail into an electronic form, and that electronic form of late has been a push-out through newsletters. That can be a bit problematic for the readers or the users/members, because they get so much of it -- not just from us, but from everywhere. That has implications for the volume of push email we send out and it also has implications for the way we might construct our website. We still find direct mail effective, but we can't continually bombard our members. CPA COUNT ON SUCCESS WITH MULTI PLATFORM CUSTOM APPROACH Ian Mayer, GM of Reputation and Standards at CPA Australia, speaks to Media Titles "We find the magazines and the electronic mediums and the site and the newsletters to be absolutely critical to everything we do." -- Ian Mayer, GM, Reputation and Standards at CPA Australia CASE STUDY 2
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