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Media Intelligence : MT Resource Guide 2011
consumer publishing executive outlook 38 MediaTitles Sandra Hook CEO, News Magazines What have been the main challenges for consumer magazines? Fragmentation continues to be a challenge. But in terms of circulation, it’s not accurate to refer to it as a ‘slump’ or ‘malaise’. Many categories are actually doing well, with numbers flat to showing some growth, such as food, lifestyle, fashion and home, against circulations of last year. The main challenge is meeting the demands of consumers and fulfilling their needs. Which News Magazines’ titles are the most successful at taking their brands across platforms? We are investing in building all our titles and giving them multi-platform exposure. All our food titles feed in to taste.com. au, which is the largest by far of the food websites, with 2.2 million unique views and 22 million page impressions. Then we have the Taste section in our newspapers which adds to our audience. The home titles deliver some of their content to homelife. com.au, as well as having its own unique content. Vogue.com.au is very strong, and the Body & Soul section of our newspapers translates well online and in our glossy specials that we are planning to publish seasonally. We have a toe in the water there at this stage, and will be evaluating the specials for production in 2012. What’s next for News Magazines’ consumer titles? MasterChef was the launch of the year last year and we are still treating it as relatively new. Even though it was a ratings winner and a strong brand, we anticipated around 86,000 in circulation for the launch issue. It topped 150,000 and succeeded in growing the category, which we were very proud of. We will continue to consolidate MasterChef and focusing on Body & Soul specials. In mid April, to coincide with the next issue of the magazine, Super Food Ideas launched its own app which can be downloaded monthly. Building exposure and increased online investment LiSa HudSon Chief Executive and Publisher, Fairfax Magazines Which Fairfax consumer mags have multi- platform extensions, apps, iPad etc? Fairfax Media is Australia’s biggest publisher of apps, with more than one million iPad and iPhone apps downloaded. Good Weekend and Sunday Life will be part of the major new iPad app for The Herald and The Age, due for release in coming weeks, and these will include interactive features such as video. We also see great opportunities in the app space around brand extensions; for example, Good Weekend’s 52 Weekends Away or the Quiz. Does each have a different role and target market/user? Our aim is to engage our valuable audience with our high quality journalism and deliver it to them via whatever platform suits them best. Our readers and advertisers will use each platform differently and that makes it a very exciting time in terms of opportunities to connect with our audiences and achieve results for our clients. Our brand values remain the same across all platforms: we will deliver premium content and quality journalism that is relevant, stimulating and trusted. Do you generate ad revenue from these or are they part of a “group buy” offering? It is early days in the app space and the audience is still relatively small. However, as the audience builds so will the opportunities to generate ad revenue. How do you use your magazines to promote brand extensions, the online space and innovations like Domain TV? The strength of Fairfax is that we have so many properties across multiple platforms and that enables us to cross-promote powerfully. We use our newspapers, magazines, digital network, radio and video to promote our brand extensions, as well as significant data bases. Any new launches or brand revivals in the pipeline? We have recently redesigned Good Weekend, and unveiled a complete redesign and refresh of the(sydney)magazine and the(melbourne)magazine which has been extremely well received by readers and advertisers. We are continuously looking to improve our products – it is an ongoing process. increased opportunities across multiple platforms The challenge of maintaining consumer engagement is being met by investing in brand extensions as well as digital and new media. Keeping brands fresh p38-40 consumerExcOut.indd 38 14/4/11 1:04:50 AM
MT Resource 2010
Media Trends+Strategy 2012