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Media Intelligence : MT Resource Guide 2011
With business models constantly being shape shifted, the advent of cross platform driven publishing means that it is not just the domain of the top end of town. As many smaller publishers who have dipped their toe in the tablet realm have found, it takes experimental time to work with the platform and to see what elements of the online readers and advertisers embrace and engage with. Mitchell claims that the new frontier offers SME publications a real area of opportunity. “ The readers are already highly engaged in their areas of interest – cars, boats, sports. Online media should provide an opportunity for the readers to get access to back content, engage with their favourite writers, get special tips on their interest.” Smaller publishers should also seek media agency advocates, to get traction, Mitchell advises. “People who have had a great experience using their apps see the value of quality engagement with brands,” he offers. He also suggests that niche magazine publishing follows the lead of what SBS did in the TV industry by holding strategy seminars for media agencies. “ These seminars promoted the value of niche media and helped lift the appreciation of niche channels and how to use them better. The converts in the agencies then acted as advocates for the brands. These niche publishers could also benefit from this approach.” Mogeneration says it is still too hard to call which area of magazine publishing will derive the greatest benefits out of tablet publishing. So far the outcomes have often been surprising. “ We weren’t sure if it would work for small or niche publishers but it has been the opposite. The small guys have been able to move faster than some of the bigger publishers and have had great feedback from their readers,” Ahern says. “Some of the B2B publications have had a very positive effect on advertisers who want to work with publishers that are adapting to the times by publishing to new channels where their desired audience are.” Haymarket Media extended that concept by announcing it will launch Australia’s first full service media and marketing agency dedicated to the football sector mid-year. The move was prompted by the success of Haymarket’s specialist football publication FourFourTwo and its integrated cross platform strategy, revolving around its iPad app. Haymarket Publishing Director the media landscape KatHryN carter Director Implementation Planning & Investment, Mediacom WHile agencies and clients are paying close attention to emerging platform opportunities in magazine publishing, media planners and buyers are cautious about the numbers. “When evaluating potential investment in any new medium or platform, the key deciding factor will always be whether you can deliver the required audience and whether the execution is true to the brand and complements the overall strategy and media mix,” carter says. “the expectation is that publishers will continue to invest in this space, and creative agencies and clients will increasingly develop content which is suitable to run across new platforms. Until however there is critical mass in audience numbers to support these new platforms and a rate-card which accurately reflects this, the media investment will be minimal and focused on the core product,” she explains. carter says that relevance will remain the key deciding factor for any media choice. “regardless of the size of the publishing operation, if you are able to offer a platform which delivers the right audience in the right environment the opportunity will be considered.” She adds that magazines are and will remain a core component of branding schedules. “the opportunity to engage with relevant readers is a compelling argument for continued magazine investment. the significance has shifted to ensuring that the magazine activity complements the digital migration and that the campaign solution works cross-platform to ensure you are reaching the consumer across all touchpoints. Publishers need to look to digital and be nimble in their approach to delivering on client/ agency briefs” and while tablet apps are still considered a great ‘addition’ to the magazine, carter says it still needs to be supported by a viable return on investment. “The opportunity to engage with relevant readers is a compelling argument for continued magazine investment.” – Kathryn Carter Director Implementation Planning & Investment, MediaCom 10 MediaTitles p6-9,11,13 mediaLandsca.indd 10 14/4/11 12:47:27 AM
MT Resource 2010
Media Trends+Strategy 2012