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Media Intelligence : MT Resource Guide 2011
the “numbers are encouraging”. Ahern adds that 2010 was a year of learning for everybody and expectations were set low. “But I am happy to say they were exceeded. Most publishers started with one iPad magazine and soon expanded. Sales/downloads are steadily growing and we are seeing new users buy back issues which is a great advantage of having an infinite shelf to display back issues.” Hammerschmidt adds “we are treating this as a print redistribution, long term there will be incremental benefit to print numbers.” And while other platforms such as Android are growing globally, they are still quite nascent in Australia. “Longer term we are looking at supporting all platforms and appropriate devices and we want to offer readers and advertisers flexibility and choice for all our titles on a range of devices,” he says. The head of Australia’s biggest media buying group Mitchell Communications (MCG) claims that most Australia iPad magazine offerings are still “relatively unsophisticated” and mainly limited to delivering the hard copy content on an additional platform. MCG executive chairman Harold Mitchell says that the mark of a good iPad app is that it “should take over where the magazine leaves off.” Specifically Mitchell believes it should, “provide the advertiser with the opportunity to integrate more fully with the content and enable the reader to personalise the content to their areas of interest. It should also provide real innovation in getting brands recognition and opportunities for a more personal level of engagement in the app. So far we are not seeing this happening in Australia. Apps should take the consumer connection to the next level.” Many publishers agree but are currently playing the waiting game until iPad adoption merits the required investment in developing more sophisticated and engaged applications. For Mark Kelly, Group Publisher, Lifestyle Titles, News Magazines it is “still early days in the future of tablets and apps.” Kelly says that News Magazines has a lead in the digital space as it has always considered its magazines as brands and MediaTitles the media landscape Harold MitcHell founder of Mitchell and Partners, and Executive Chairman of the Aegis Media Group Harold MitcHell founder of Mitchell and Partners believes that there is a real first mover opportunity for one of the big publishers to ‘own’ the emerging digital opportunities for the magazine medium. “We are really excited about the prospects of cross platform magazine apps for the australian market as many of us have already had some great personal experiences with magazine apps from overseas publications,” he says. However he says that most of the current australian apps are relatively unsophisticated and mainly limited to delivering the hard copy content on an additional platform. “right now is the time for publishers to own this area and seize the advantage, and for the future of magazines, we hope this will become an exciting area of competition between publishers in the near future.” only when magazines bring their apps up to the standard of their overseas cousins, will we see much more significant advertising cross platform opportunities, he warns. “the primary quality with digital is to engage more intimately with our customers and to help us build stronger, more meaningful relationships with their readers and our brands. another attribute of digital is that consumers become their own programmers and publishers. an interesting development for magazines online is the magazine aggregation sites such as Flipboard and Zinio. these sites enable you to create your own magazine taking the content from many magazines and aggregating into your own online publication that you can access anywhere from your ipad or tablet,” he says. the future of magazine publishing is about embracing these digital attributes to become fully contemporary and relevant to all segments of their potential market and to provide real innovation for advertisers, he advises. “apps are the key opportunity for online cross platform growth in share of advertising dollars and an app has to do something more for the consumer (and for the advertiser) than just be another way to read the print version of the title.” “The future of magazine publishing is about embracing these digital attributes to become fully contemporary and relevant to all segments of their potential market and to provide real innovation for advertisers.” – Harold Mitchell Executive Chairman of the Aegis Media Group “What is clear is that rich media and the tablet format present new possibilities to tell multi-layered magazines brand stories.” – Mark Kelly Group Publisher, Lifestyle Titles, News Magazines p6-9,10,13 mediaLandsca.indd 8 15/4/11 2:32:03 PM
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