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Media Intelligence : July 2007
MediaTitles 97 Discover a simpler, faster way of searching with more information online at www.mediatitles.com Sponsored by Barfly Hip Media Quarterly firstname.lastname@example.org 02 8901 3076 Liquor Watch Liquor Watch 10 issues PA www.liquorwatch.net email@example.com 02 9428 3174 National Liquor News The Intermedia Group Pty Ltd 11 issues PA www.intermedia.com.au 02 9660 2113 Thomson's Liquor Guide Liquor Systems Australia www.liquorguide.com.au 02 9907 2833 Venue Hip Media Bi-monthly firstname.lastname@example.org 02 8901 3076 MANUFACTURING Australasian Welding Journal Welding Technology Institute of Australia Quarterly www.wtia.com.au 02 9743 4443 Australian Business News Australian Business Limited Bi-monthly www.australianbusiness.com.au 02 9458 7461 Australian Manufacturing Technology AMTIL Monthly www.amtil.com.au 03 9800 3666 Corrosion & Materials Australasian Corrosion Association Bi-monthly www.corrosion.com.au 03 9874 0800 Corrosion Management Industrial Galvanizers Corporation Bi-annual www.indgalv.com.au 02 4967 9088 FEN -- Factory Equipment News Reed Business Information Pty Ltd Monthly www.rbi.com.au 02 9422 2999 ONLINE -- click on cover for information on this title InMotion Westwick-Farrow Publishing Bi-monthly www.westwick-farrow.com.au 02 9487 2700 Manufacturers' Monthly Reed Business Information Pty Ltd Monthly www.rbi.com.au 02 9422 2999 NSW Freemason Associated Print Management Bi-monthly 02 4344 5133 Plant & Equipment Trader Classifieds Monthly www.factoryhub.com.au 03 9567 4200 Queensland Freemason, The United Grant Lodge of Queensland www.freemasonqld.org.au 07 5529 8150 MARKETING Marketing Niche Media Pty Ltd Monthly www.niche.com.au 03 9525 5666 Professional Marketing Reed Business Information Pty Ltd Bi-monthly www.bandt.com.au 02 9422 2999 ONLINE -- click on cover for information on this title Promotional Products Magazine Elite Publishing Co Pty Ltd Quarterly www.elitepublishing.com.au 03 9844 1728 Custom and client publishing is an essential weapon in the battle to engage the hearts and minds of consumers, and, well executed, is a lethal tool in the armour y of savvy marketers and brands. It o ers a high level of engagement with readers, a ords entry into speci c target markets for advertisers, and is easily integrated with new media. According to Lovonne Burrow, managing director of The Publishing Partnership ( TPP), custom publishing can be brie y summed up as "publishing where a company makes the strategic decision to publish its own magazine as par t of brand- building or customer-retention strategies". Most commonly, a brand will engage a publisher to write and produce the content, under speci c guidelines from the brand management. Depending on the client s objec tives, the format of the publication can follow a predetermined model, or be organic in concept. Fiona Hardie, managing director of Hardie Grant Publishing, talks to her clients about what they are hoping to achieve from the communication, or about the versatility of the medium. "In our minds, there is no xed model, so we might show them the range of expressions that [their message] could appear in, even down to the types of styles and formats of the publications that can re ect their brand in lots of di erent ways, but are also responsive to their customers." Janice Williams, associate publisher at Universal Magazines, agrees. "In terms of pitching models, it really comes down to the communication challenge because, at the end of the day, we are addressing a client s communication needs. You might have a client who has a database that the publication is reaching that represents opportunities, but they just don t want advertising, and that is ne. Occasionally you will get a client who wants an adver tiser- funded model and they don t have the database, and it s not really going to work, so it does come down to what a client s assets are. Where a client doesn t have an asset, we give them a good, realistic appraisal of what they can expect. Some of [our custom titles] do have cover pr ices and sell on the newsstand, but, even if they don t, you are still battling with other magazines and other media for share of mind, so there really isn t any point in doing it unless you believe there is a legitimate publishing model with a legitimate need for readers." The custom-publishing industry is well entrenched in the UK and US, with custom publications accounting for the top ve magazines by circulation in the UK. Despite the obvious di erences of a far smaller market and a less developed sector in Australia, the trend has started to in ltrate locally. Take the Virgin Blue in ight magazine, Voyeur. Published by Text Paci c, it has become the fastest growing publication in Australia, with the readership for the December 2006 quarter increasing from 314,000 to 349,000 per month, which is an increase of 78.1% from the December 2005 gures. " We had a strategy around increasing readership," says Text Paci c s managing director, Georgina Brujic. "The number of people on planes 30 MediaTitles Custom and client publishing MediaTitles 31 hasn t increased as much as our readership has, but it is all about creating a strategy going forward. " Virgin Blue s brand specialist, Melissa Brooks, sees the success as a re ection of attitude towards the publication. "It has been successful, as its strategy is primarily for guests needs and secondar y for the airline, whilst being able to suppor t itself as a business unit. The objective has been to provide guests with a value -add product that they would want to read and take with them -- not exclusively for our [ Virgin Blue s] needs." For the right brand with the right concept, custom media can be an authoritative tool, and the growth of the industry has increased with the recognition that custom publications can be a powerful marketing communication strategy. " They do ver y well in engaging a customer and there is enormous momentum about engaging customers right now," says Brujic. "What custom magazines do, better than any other medium, is that they inform, they inspire, they tell people what your brand is really about. They also generate a high level of trust with readers. You need that level of trust not only with clients, but you need to generate it with readers." Titles can work side by side with third- party advertisers, often giving these 'outside brands valuable exposure, as is the case with Hardie Grant s Mercedes Australia magazine (see boxon page 33) to an elite and di cult- to -reach target market. However, TPP s Lovonne Burrow cautions any brand against launching a custom publication for the sake of it. "A custom publication cannot be seen in isolation. Any advertiser should have an integrated solution to communicate with its clients." She reveals that part of the strategy of a well-k nown retailer who has a successful magazine is to also publish a fortnightly catalogue program to drive sales, reinforce the value perception and maintain tra c. This combines with a loyalty program that rewards the top quartile of customers by deliver ing the custom publication free of charge. The magazine incorporates special promotions, engaging editorial and a gift voucher. "The customers feel special and respond in turn," she adds. While research into the e ectiveness of custom media is in its infancy in Australia, with much research being undertaken in-house, the Association of Publishing Customer retention, brand reinforcement, loyalty, increased sales, higher brand awareness, customer acquisition and communication are just some of the benefits of establishing a custom publication. Leveraging the brand's goodwill Stress Address the GIV EAWAY! Bonu your world of good health WIN TER 20 07CH EMWOR LDC H EMIST WILL WE FOLLOW THE TRENDS? • The number of new custom launches in the UK in 2006 exceeded those launched in 2005 (which previously held the record) by 16%.* • The Custom Publishing Council of the USA reports that a study conducted by Roper Public A airs in 2005 found that 85% of all consumers would rather get information through an interesting collection of ar ticles than through an ad. 75% feel that custom publications prove a brand is interested in building a good relationship with them.^ • More than a quarter of all readers pick up a custom magazine three or more times before they are nished with it.* • 44% of consumers interact in some way with the brand as a direct result of reading a custom magazine.* • The UK industry is worth more than £385m, (AU$925m) with year-on-year growth of 10%, and is projected to be worth more than £531m (AU$1.276b) by 2009.* *Association of Publishing Agencies; ^Custom Publishing Council If you haven't received your copy of Media Titles, don't be left out. email: email@example.com with your name, mailing address and phone number for your complimentary industry-member copy. Media Titles Pty Ltd PO Box 381 Edgecliff NSW 2027 www.mediatitles.com Media Titles -- The Advertising & Marketing Resource Guide is read by the most comprehensive group of media decision makers in Australia. Advertising buyers, planners, strategists and executives; brand managers and custodians; marketing executives of all types; media managers and owners, as well as media industry commentators and service providers -- all receive Media Titles through our comprehensive controlled-circulation. 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