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Media Intelligence : MT Resource Guide 2011
executive outlook 40 MediaTitles SHeron WHite Advertising Director, Reader’s Digest What have been the main challenges recently? The march towards digital has undoubtedly affected the magazine industry in a big way. All traditional media have faced similar challenges, but print media has certainly been in the firing line. It’s also easy to forget the impact that the GFC had on advertising revenues. It has all made for an interesting couple of years. Luckily for us, the security of regular subscribers has given us more protection than some publishers who solely relied on retail sales. How have you managed to keep your titles relevant and fresh? The key is differentiating yourself from the pack. In an increasingly cluttered market, it’s important to find ways to get your message across in way that’s true to your brand. A great example is Reader’s Digest’s Most Trusted Survey. This survey and event, along with the accompanying coverage through our magazine and website, really encapsulate the essence of the Reader’s Digest brand – shining a light on everyday Australians and valuing their opinions. This research traditionally attracts huge media publicity and provides our advertising partners with incredible value. What is next? The digital space is a key priority for our company for the immediate future and beyond. While our websites and eDMs are popular with our audience, we know there are great opportunities to further engage with it and to expand our footprint. We regularly undertake research with our audience to identify the best ways to do that. digital space is a key priority Janice WiLLiamS Associate Publisher, Universal Magazines What have been the main challenges over the past year or two for print publications? The main challenge we have faced is retaining large international advertisers who answer to overseas head offices. Although the local market did passably well in the GFC years, some of our international customers were dealing with much bigger problems elsewhere, and their Australian divisions lost out as a result. How have you managed to keep your titles relevant and fresh? Keeping brands fresh and meaningful is the critical never-ending work of publishers. What is next for your titles in terms of multi-platform media for your mastheads? We are very active in this space and have successfully expanded our AB readership with the digital editions of WellBeing and Luxury Home Design. We expect to do more digital editions in the future and to continue to develop our online offerings. Do you have new launches or brand revivals planned? We are focusing on brand extensions at present rather than new launches. When you have active audiences that are continuing to engage with your brand in what is otherwise a fairly flat market, it is important that your brand is being all it can be to those audiences. developing online offerings nick reid Publisher, Reid Media What have been the main challenges for consumer magazines this year? Ad revenue. It’s challenging when there are so many options. When you’re a relative newcomer, you always have to prove yourself, even if the concept, content and quality of the publication are there, it’s a matter of building trust with readers and advertisers. Our model is unique, in that we are direct distribution to a highly desirable client base, as well as selected newsstands and Qantas lounges, so we have to provide thorough detail to planners and buyers. How do other mediums work for you? There’s nothing better than a printed magazine for its portability, tactile sensation and personal communication. For our client, “Imagine Your Lifestyle” is better than a brochure, or a sales pitch. It’s fleshing out their message and giving it life. New mediums, like mobile, iPad and online offer readers the ability to get more details about a story, delve deeper into a subject, and utilise social networking. New media can bring new people to a title, people who perhaps don’t have the time or the habit of reading traditional printed magazines. detailed briefing for planners and buyers p38-40 consumerExcOut.indd 40 14/4/11 1:05:02 AM
MT Resource 2010
Media Trends+Strategy 2012