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Media Intelligence : MT Resource Guide 2011
beginning to engage directly with media agencies, which is a first.” Education and research are other important areas that the PA recognises as valuable and well worth investing in. “ We will be holding a number of short seminars around the country on how to sell to media agencies. We know this is a topic of great concern, as the Brisbane chapter hosted a lunch on this issue which sold out,” Sagripanti says. “Later this year we will conduct research to show the effectiveness of custom publishing. We also continue to promote the need for publications to be audited which helps give confidence to advertisers as well as work with the relevant measurement companies where appropriate. “ In a rapidly fragmenting industry, it is widely known that accountability is key and savvy media buyers are looking at measurement. When some magazines aren’t even audited it is acknowledged that it must be difficult for those publishers to address this criteria. “ We encourage our members to be audited, and continue to support the initiatives of the audit bureaux. Many of our members are either ABC or CAB audited, participate in the various audit committees and are acutely aware of the needs of advertisers and agencies,” Sagripanti says. “Generally, even those publications which are not audited, are accountable and rely heavily on repeat business from advertisers. We see our role as the representative trade association to assist on best practice, and measurement is a big part of that. “ There are also initiatives that the PA is driving which we’d be happy to participate in such as Magazine Week, says Chan, within the consumer magazine side. “I think it’s a good opportunity to heighten the awareness of magazines in all their facets during that period. And I think the PA has an exciting programme lined up and hopefully we’ll get a chance to participate – we certainly want to,” he says. Hird agrees the collaboration should be a win: win situation: “ With the MPA on board, we have access to some very high level marketing channels and they have suggested they would be happy to promote the event to the broader community which will result in a high media profile for Magazine Week. “ 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. Magazine Week will celebrate the magazine, in all its formats, styles and content types,” elaborates Hird. Magazine Week will offer a range of activities including a two-day conference with streams on digital, subscriptions and circulation, and business management. There’s also a one-day intensive workshop on media sales training and management and the FIPP is holding an intensive five-day Digital Publishing Course in that week. In addition there’ll be a component of consumer facing activities. On the social side, there’s a golf day, welcome cocktails, an exhibition and networking opportunities, culminating in the Excellence Awards gala dinner on Friday 11th November. PA is in the process of securing key local and international speakers. “ The inaugural Magazine Week will provide an excellent platform to show advertisers and agencies the power of magazines across all sectors,” declares Sagripanti. MediaTitles 31 “Our charter is about increasing the appeal of magazines as an advertising medium so we will continue to do that.” – Nick Chan, Chairman, MPA, (pictured with Helen Kingsmill) p30-31 allianceMpaPA.indd 31 14/4/11 12:58:25 AM
MT Resource 2010
Media Trends+Strategy 2012