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Media Intelligence : MT Resource Guide 2011
features Brands inspire and inform Research and statistics for adspend and readership Ten trends of the new decade publisher/ editorial director John Blondin managing editor Paula Towers feature writers Natalie Apostolou Jeni Bone Ellise Blondin contributing writers Mark McCrindle Robert Bryant Peter Cornelius graphic design Daniel Fung national account manager Agnela Fanatafan photography Dan Sharp Jean-Louis Gravelét video production Dan Sharp mob 0415 743 480 digital production manager Ellise Blondin printed by CaxtonWeb 02 9622 7348 distributed by D&D Mailing Services 02 9725 2114 (Syd) 03 9790 5844 (Mel) head office Park house 5 clovelly St Watsons Bay NSW 2030 australia p: +61 2 9388 7558 f: +61 2 9337 6232 e: firstname.lastname@example.org www.mediatitles.com.au www.mediabiznet.com.au published by Media Titles Pty Ltd © All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by means electronic, mechanical, photocopying, recording or otherwise, without prior permission in writing to the copyholder. Print Post Approved PP: 255003/07552 The magazine publishing sector is facing its moment of truth. The libran scales are swinging between the balance of traditional print and the shift to digital product, for some in equilibrium and for others swinging like a seesaw out of control. Tablets, apps, eMags, social networking, Twitter, Facebook, LinkedIn and more offerings to engage readership arrive almost daily. Publishers are faced with the conundrum of monetising these products. Old media was simple: print a magazine, capture the audience, throw some measurement criteria at the advertiser, build the relationship and you have a valuable masthead with steady revenue streams. Now advertisers have a multitude of choice and many media channels to choose from. Measurement is still a key determination for advertising support, however, the grey area of online measurement is continually being addressed, in some instances in a controversial manner with varying consensus of what is relevant. Media Buyers have changed, and have, in these times of economic uncertainty, smaller budgets to address greater media choice. In many cases the fragmentation of media is creating difficulty by confusing the decision making process. This issue addresses the magazine media space which, to savvy publishers, is being repositioned as a media sector representing the brand. The brand is more than just the magazine – rather an array of product forming a solid and compelling cross platform strategy. A strategy in which the owner of the brand collaborates with the advertiser based on delivering reader engagement. This is done through quality content, delivered through multiple platforms in both print and digital formats. We have solicited opinion and touched on the vision and insight from many luminaries in this exciting media sector. Whilst recognising the issues that exist, the magazine sector will continually morph into stronger and exciting product. For this issue we had our production team film the MAGAZINES 2020 FORUM. The digital edition brings alive embedded video, highlighting top calibre speakers sharing their messages and views, each one over several minutes, which could translate to 50 pages of text. Content is highly relevant in the overall publishing product, and whilst consumer generated content has its place, nothing beats opinion, unique writing styles and content from the experts. That’s why magazines, the tactile product, have and will continue to build a loyal following. Combine this with a strong digital strategy and you have a compelling proposition for advertising support. John Blondin Publisher/Editorial Director c o n t e n t s “Apps will create engaging brand extensions increasing the range of services and functions for titles on digital devices.” “ People pay for consumer magazines, it’s an active decision. Readers feel connected to brands – they’re trusted.” “ The future of magazines is about embracing digital attributes relevant to all segments of their market.” “Brand values will deliver premium content and quality journalism that is relevant, stimulating and trusted.” Phil scott MD ACP Magazines sandra hook CEO News Magazines harold mitchell Executive Chairman Aegis Media Group lisa hudson Chief Executive and Publisher Fairfax Magazines 34 Consumer magazines adapting to change 50 B2B straddling the Net at the business end 70 Custom publishing set for successful growth 6 14 inside 26 46-47 Consumer magazines 66-67 B2B magazines 80-81 Custom magazines www.mEDiaBiznEt.com.au onlinE rEsourcE guiDE (linkED if onlinE) MAGAziNEs NOw PART OF ThE BRAND if online click here to view The next decade to 2020 digital back issues 2007edition media trends+strategy 2009/10 intelligence financialyearedition z$14.95 view online edition at www.mediabiznet.com.au features Technological change levels the playingfield Media 2009 – industry leaders comment on “The State of Play” interviews John Sintras CEO,Starcom Megan Clarken MD,Nielsen Online Stuart Mitchell CEO,Mitchell Communication Group Anne Parsons CEO,MediaCom Brian Craighead MD,Prime Digital Media Prema Perera CEO,Universal Magazines Joe Pollard CEO,ninemsn Richard Freudenstein CEO,News Digital Media David Gardiner CEO, nextmedia Rob Edwards CEO,ADMA Brendan Hopkins CEO,APN News & Media Joan Warner CEO,Commercial Radio Australia ...and over 30 more senior media executives – i nsight– digital revolution removes the barriers Thedirection of major mediaplatforms in 2009 and beyond. cross media packages chase advertising dollars Pickthe mix with mediachoicepackages across various mediadisciplines. Free tv harnesses engagement & interaction Government legislation set tolift the value and potential ofthe medium. social media oFFers commercial opportunity How to monetiseisthequestion. out oF home liFts the bar New measurement aims toboost adspend. consumer /// business /// custom /// online mediatitles the advertising and mark eting resource guide 2009/2010 $9 .95*(IncGST) tr i nat i ons&bled i sloecupspec i al playerfeature Battlefor theBled i sloe PrintPostApproved-PP224733/00028si gnu p on li n ef orourw ee k ly n e w slette r FREE trinations up f or graBs fro m thearchive comprehensive lists of publishers and publications incorporating digitaland brand extensions 2010edition2007/08edition2009edition2008edition if online click here to view if online click here to view if online click here to view if online click here to view if online click here to view p5 contents.indd 5 14/4/11 12:43:14 AM
MT Resource 2010
Media Trends+Strategy 2012