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Media Intelligence : MT Resource Guide 2011
T his recent collaboration came about midway through 2010 when the Magazine Publishers of Australia approached Publishers Australia to look into ways they could work together, as they were impressed with the profile and market activity of PA. At the AGM in March, the MPA was formally admitted as an Association Member (a new category) of Publishers Australia. This will give them one vote and one board nominee. “In an ever-changing media landscape, it makes sense that the two main magazine associations in Australia should join forces and resources in order to better promote the value of magazines as an ongoing and strong channel for advertisers to reach an engaged audience,” Publishers Australia Chair Geoff Hird believes. MPA Chairman Nick Chan agrees with Hird, stating: “The argument for magazines is one and the same. We have our differences but our common points far outweigh our differences. I think consumer magazine publishers are acknowledging that there’s a job that can be done for all of us and the overlap is not worth arguing about.” This alliance will strengthen the training and development resources that PA can offer its members, helping to promote the value of magazines to media buyers and readers, Hird believes. Chan feels the industry needs to keep promoting the benefits of advertising in magazines “even though some of us have heard it often but it really does need to be said again”... as well as to “continue to market our medium”. As he further pointed out: “Our charter is about increasing the appeal of magazines as an advertising medium so we will continue to do that – if that means some of our efforts and resources are channelled through PA then we’d be happy to do this as well.” It is well known that ACP has its own strong marketing force and most wonder how it fits in with the MPA’s. “It doesn’t,” says Chan. “But as far as we’re concerned, we all have a vested interest in growing the market and as people take the initiatives to do that, that’s a fantastic outcome.” The main players agree on the direction this collaboration is taking. Most publishers recognize that the PA is involved in a number of activities to promote the industry, says Chan – including training and networking regimes, lobbying as a group when there are issues that affect the interest of all magazine publishers – such as postal rates or other government regulation. From an advertising agency perspective and media buyer/ planner ’s perspective, both at agency and brand level, the PA is undertaking activities to exhibit the power of print and integrated media. “ We are working on a number of different initiatives to help publishers position in front of media agencies and advertisers,” Publishers Australia CEO Claudia Sagripanti advises. “ We are industry outlook Many welcome the MPA / PA alliance believing this development will greatly assist in showcasing and strengthening the value of magazines and provide the much needed research demanded by media buyers in this category. Publishers Australia & the MPA: The not so odd couple 30 MediaTitles “The alliance will ensure that the inaugural Australian Magazine Week will be a celebration of magazines, be they consumer, special interest, B2B, custom or digital.” – Geoff Hird Chair man, Publishers Australia p30-31 allianceMpaPA.indd 30 14/4/11 12:58:23 AM
MT Resource 2010
Media Trends+Strategy 2012