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Media Intelligence : MT Resource Guide 2011
of FourFourTwo, Andy Jackson said that stand alone unit, The Football Republic, would help clients such as existing advertiser Adidas to extend its reach beyond the magazine as creatively as possible. Jackson said that specialist magazines that ‘live and breathe’ that particular sector have a unique place in advising brands on how to position themselves most effectively, and that there was market demand for expert media solutions that would be media independent. Jackson says the FourFourTwo cross platform experience, including iPad, e -news, Twitter, Facebook, pod casts and website, extends the magazine from its circulation of 10,000 print copies to an audience of 200,000 Australian football fans, yielding five million monthly interactions. He adds that on the social media side of the equation, the cost is marginal but if executed correctly with a targeted, receptive audience can create stunning results. Over at Adobe which is behind the development of iPad apps that have become the global benchmark for design and functionality such as Conde Nast’s Wired, the company is actively engaging with publishers and media agencies at the development level. “It is the great white hope in many ways,” says Michael Stoddart, Adobe Evangelist for APAC. “ The best part of publishing is getting hard data on it and it allows publishers to engage in content analytics in a way that has never been available before in print or web.” He said that while users are not aware of the full capability yet, as scale builds publishers will be able to build compelling ways of engaging with readers and engaging readers with brands using dynamic direct data feeds from the audience. the media landscape “Successful magazines are going to find the niches where readers and advertisers will pay to be engaged and identified with key groups, demographics and markets. Adding value is going to be the key to revenue on an Internet full of noise but increasingly fewer ‘nuggets of wisdom’.” – Paul Wallbank Netsmarts and Digital Strategist Jeff BurNeS head of Marketing & Communications, Pandora Pandora, australia’s biggest jewellery brand, told Media Titles “the emerging cross platform area is a huge area of interest for Pandora and in conjunction with Mediacom, our media agency, we are looking at how we combine traditional eyeballs with digital ones. roy Morgan research is also looking at how we do this which will be a great step forward for the industry,” Burnes says. despite the digital shift, print magazines remain central to the media planning mix for Pandora, which has recently executed a cross platform campaign with acP titles and their reality tV show Park Street. “Magazines still form a large part in connecting with a female audience and are very much at the heart of Pandora’s media mix. the reach and frequency alone of some titles are still performing strongly. advertisements in magazines are the one place in which consumers actually like them, as opposed to tV and radio. Magazines are about ‘me time’. consumers engage more with this product for down time and relaxation than any other medium,” he says. according to Ragtrader magazine (3rd Feb 2011) the lion’s share of Burnes’ $6 million media advertising budget has been going to major magazine publishers but there’s a catch. Part of his magazine deals is a stipulation that Pandora gets plenty of editorial coverage. every october, Pandora and its media agency Mediacom puts out a brief to magazine publishers and tV operators outlining its budgets for the next year. they want to know what ad deals can be delivered along with the crucial elements of editorial integration. editorial and advertising teams then pitch their ideas. “rates, added value (editorial) integration opportunities and positioning within the magazine are the main criteria when we are planning a media strategy,” Burnes says. “Rates, added value (editorial) integration opportunities and positioning within the magazine are the main criteria when we are planning a media strategy.” – Jeff Burnes Head of Marketing & Communications, Pandora p6-9,11,13 mediaLandsca.indd 13 14/4/11 12:47:32 AM
MT Resource 2010
Media Trends+Strategy 2012