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Media Intelligence : MT Resource Guide 2011
keep pace with their readers, explains Davies. “Consumer magazines by their nature are tested every week or month on the newsstand,” explains Davies. “ This ensures that they are constantly innovating and ensuring that they meet the needs of their readers. As a result we are seeing an increased focus on brand and bringing the mastheads to life across multiple platforms.” In a hyper-competitive market, the focus of the revived MPA must be to provide publishers with the support they need to promote the medium to advertisers and consumers. Says Davies: “Consumer magazines are a highly competitive market. The MPA allows the players to step back from this environment and promote magazines as a medium. This is key in an increasingly competitive and fragmented market place.” The consumer magazine industry, as a whole, will do a lot better as an allied force in terms of marketing to buyers, planners and brands, as Allen suggests “a cohesive industry promoting its strengths and USPs”. In November last year, ACP invested in its own “I love magazines” campaign, which was based on world-first research into how deeply immersed and engaged consumers are with their magazines. In collaboration with research company Neuro- Insight, ACP hoped to discover exactly what goes on in the brains of its readers while they read their favourite magazines – the intensity of their emotional reactions in terms of like/dislike, their engagement and attention levels, and whether or not what they read becomes encoded in long-term memory. “ACP is pioneering new territory but also confirming what we already know: consumers love magazines,” said ACP Magazines Managing Director, Phil Scott at the time. “ They involve, inspire, engage, evoke emotions, resonate, motivate and inform. Quite simply, magazines work for consumers and for advertisers.” “Per capita, we are among the biggest consumers of magazines worldwide. More than 230 million magazines are purchased annually. Total readership of consumer magazines remains remarkably robust, despite the growing choice of media options. Gross magazine readership currently stands at 39 million, similar to a decade ago.” That array of “growing choice of media options”, such as apps and iPad and iPhone content, is still proving a challenge for consumer magazines. Davies says that while magazines are testing the waters, none has fully jumped into this market yet. 36 MediaTitles consumer publishing aCP magazines mD Phil Scott: magazines work for consumers and for advertisers auSTralia’S TwO largest magazine publishers, Pacific magazines and aCP, have associates that operate television broadcasting and internet businesses. This assists them in putting together Tv, magazine and internet packages to advertisers, in the form of spin-off magazines from Tv shows or cost-effective internet websites. news ltd acquired the Federal Publishing Company (FPC) group’s magazine business in april 2007, and is able to offer advertisers newspaper, magazine and internet packages. in addition, FPC has joint ventures with the australian Broadcasting Commission (aBC) for magazines, which are spun off aBC Tv programs. newspaper publishers are winning some market share through growth in their insert magazine segment; Fairfax media ltd is developing more paid magazine titles.* – IBISWorld PrivaTe equiTy funds have become major players in the industry, and these players may see future industry consolidation as a way to produce increased returns on their investments. Seven media group (owner of Pacific magazines) and PBl media (owner of aCP) are now controlled by private equity firms with foreign ownership. These companies are expected to focus heavily on cost control, while taking advantage of opportunities in the media sector in australia and overseas. These vehicles also have high debt levels and this may hamper their ability to acquire other operators.* – IBISWorld p34-37 consumerPublish.indd 36 14/4/11 8:43:34 AM
MT Resource 2010
Media Trends+Strategy 2012