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Media Intelligence : MT Resource Guide 2011
MediaTitles 39 david Gardiner CEO, Next Media How have you addressed circulation challenges? We have focused on two main areas to win over the ‘cost-conscious consumer’ – a stronger retail presence and focus on our subscriber base. For our titles, subscriptions appeal to a consumer’s perception of value. In the past three years, we have grown our subscriptions by 10% per annum. We have had some big wins in our second-tier retail strategy, within Big W and Target, among others. We are aiming to do the same in Coles and Woolworths supermarkets, now they have introduced a wider range of fitout options. There are a lot of good opportunities for showcasing our titles front of store. What do you do to keep your titles in front of media planners and buyers? As a specialist publisher of 35 titles, the majority in an industry or interest segment, we deal directly with advertisers and have strong relationships with them. They know who we are and who our readers are. There is frequently a tripartite arrangement with media planners, but there is less focus on group buys, as may be the case with other publishers. Which titles have undergone revamps and extensions recently? Last year, G Magazine had a revamp and reformat, as did Tracks for its 40th anniversary and Waves, which was given an edgier design to suit the youth target market. In early April, we launched the iPad version of G magazine and we are testing others for various platforms. We have 18 websites and e -newsletters, so we aim to have as many touch-points with consumers and advertisers as possible. The main challenge is the balance between investment and share of margin from a distribution platform. increased touch-points with advertisers and consumers PHiL Scott MD, ACP Magazines How do you embrace multi-platform extensions? Thirty mastheads currently have significant editorially-driven websites which are part of Australia’s largest internet portal, the ninemsn network. These sites collectively generate 6.7 million unique browsers and 66 million page views per month. The sites provide our audiences with highly engaging extension for their favourite brands online. We are currently producing standalone monthly digital editions of Gourmet Traveller, Shop Til You Drop and Australian Woman’s Weekly. They are being published in their own branded apps in the iTunes App Store. The branded apps deliver platform-exclusive versions of the magazines which have been optimised for the device, and include a range of rich media such as video, slide shows, animated covers and other interactive elements. Each title is designed specifically for the platform to offer a ‘print-plus’ reading experience. ACP has also launched Australia’s first digital newsstand in our Magshop application for iPad.The Magshop app is the county’s only multi-title digital magazine delivery platform for the tablet and mobile market. The app features digital versions of 20 ACP titles – including Cleo, Wheels and Recipes Plus – and across a range of genres, including women’s lifestyle, food, finance, motoring, sport, technology, parenting and entertainment. The Magshop app is available as a free download, and each magazine’s digital edition is then available for purchase at less than the print issue cover price. Users can download as many different titles as they like and store their digital editions in the app. The Magshop app also allows users to manage and renew print subscriptions to all ACP titles, which are available in the online subscription portal and find their nearest stockist or newsagent for any of those titles anywhere in Australia. How will advertisers benefit from cross platform extensions? Advertisers can buy a range of cross- platform packages across all of our print and digital properties which can provide both reach, and deep brand integration. Online advertisers can not onlypurchase demographically targeted reach across our mastheads on the ninemsn network through a variety of display and rich media opportunities, but also innovative brand- led content integrations through bespoke advertorial hubs, competition mini-sites, newsletters and product guides. On our ‘print plus’ tablet editions, advertisers can purchase a range of platform-exclusive extensions which include video pre-rolls, slide shows and animated 360 degree product views. Our digital products can offer both reach, and highly innovative and engaging vertical integrations for all of our brands. What is next? We are currently working on a range of phone applications for a number of our mastheads.Theseapplicationsare designed to provide an extra dimension of function and utility for our audiences across mobile platforms. These apps will not only create engaging brand extensions, and increase the range of services and functions for our titles on digital and mobile devices, they will also create additional subscription, and advertising revenue streams for the brands, but they will also support and extend our digital distribution strategy. Focus on brand extensions p38-40 consumerExcOut.indd 39 14/4/11 1:04:57 AM
MT Resource 2010
Media Trends+Strategy 2012