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Media Intelligence : MT Resource Guide 2011
A s publishers suffered under the oppressive heft of embracing the age of the web and watching their advertising revenue erode with it, the advent of online extensions as a mode of distribution has shifted the game yet again. It is certainly not the only game in town but with over 15 million US consumers currently owning a tablet and 82 million tipped to be owners by 2015, the medium is hard to ignore. The message for publishers and advertisers however is harder to digest. It is early days in tablet consumption and spectacular gadget growth does not automatically equate to spectacular magazine app appetite. However the resilience of the print product was highlighted by Pacific Magazines CEO Nick Chan at a recent Magazines 2020 forum held by Publishers Australia. He stated: “When loyalty is a four-letter word, when consumers want things immediately and always for free, it is remarkable that Australia can still sell over 3.5 million magazines per week just to consumers.” He explained that what enables magazines to survive when they’re so “structurally challenged” is imagination and creativity: “Good magazines entertain, inspire and inform and do so in the most personal and engaging way... where technology doesn’t challenge – only enhances. This is good currency for advertisers.” Publishers Australia CEO Claudia Sagripanti notes that technology adoption is happening at different speeds across the industry. “Some magazine publishers are utilising cross media platforms enthusiastically, with early adoption of iPad apps such as ACP and Haymarket. Others, particularly niche publishers, are waiting until the business benefits are clearer,” she states. So what are advertisers looking for in magazines? MediaCom Joint National Trading Director Nick Keenan believes editors, publishers and magazines are content providers, curators and experience makers: “Magazines and publishers that get that cross-platform content servicing right and do those three things with that in mind are going to do very well,” he said. “Magazines must protect that traditional model, the actual print channel as that’s the core product and the brand.” MediaTitles the media landscape The hype, bluster and debate that has shrouded Apple’s iPad debut just over a year ago has delivered the magazine publishing industry a prodigious gift. Whether it wanted it or not, it has challenged strategic thinking on every level. Technology enhances but Brands inspire and inform “Magazines and publishers that get that cross-platform content servicing right are going to do very well” – Nick Keenan Joint National Trading Director, MediaCom if online click here Magazine Trends: p6-9,11,13 mediaLandsca.indd 6 14/4/11 12:46:04 AM
MT Resource 2010
Media Trends+Strategy 2012