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Media Intelligence : MT Resource Guide 2011
MediaTitles 43 case study consumer magazines What are some of your major selling propositions pitched to advertising decision makers? Time Out’s central proposition to advertisers is the quality of its audience: urban and social, savvy and smart, and above all highly active. Our content is a critical guide to life in the big smoke. All of our readers, regardless of their preferred format – print, online, email – are in the mood to spend, and turn to Time Out to consume the best of what their local city has to offer. The ability to advertise to this motivated audience, and to avoid wasting impressions in the process, is a very compelling proposition for advertisers. What is its online position? Time Out content is well suited to the new digital world. We have a vast range of digital initiatives: ranging from content sharing with local real estate agents – who believe in selling post codes as well as houses – to international partnerships with platforms like Nokia’s Ovi Maps, serving up geo-located content to users on the move. Our digital reach at the beginning of 2011 comprised around 300,000 unique browsers per month generating over 1m pages. Our iPhone app has over 25,000 users and our weekly email database sits at approximately 35,000 signed up and social city-dwellers! (At 30%+ opening rates and 40%+ click-thru rates, it’s a particularly effective piece of communication.) What research and/or measurement does this title offer media buyers? Time Out is committed to the audit process in print and digital, and the website has been approved by the Audit Bureaux of Australia with a ‘Green Tick’ for good practice. Advertisers are reassured to know Time Out’s metrics are as genuine as they are healthy. We do not deploy any auto-refresh trickery. And it’s equally about what happens after the campaign is confirmed: we’re winning (repeat) business by offering reports and transparency as standard on our digital campaigns. Our understanding of the Time Out demographic is a powerful aid to advertising decision-makers. Active, engaged readers respond strongly to surveys and competitions, as well as events and experiences. Three years in Australia with a commitment to regular surveys has generated quite a wealth of consumer insight. A recent example: commissioned by Positively Wellington Tourism (the NZ tourist authority), Time Out worked with the local arm of H&K to curate a pop-up dining experience in the centre of Sydney celebrating Wellington’s excellence in the theatre of food and drink. All ticket sales were hosted on the Time Out site. Happily, 1,500 bookings in four hours surpassed the client’s wildest expectations and proved a strong culmination to a media solution that crossed the digital, print and experiential divides. Global brand refined locally Time Out Managing Director Justin Etheridge speaks to Media Titles. case study 43 “Time Out is committed to the audit process in print and digital, and the website has been approved by the Audit Bureaux of Australia.” – Justin Etheridge, Time Out, Managing Director p43 caseStydy_timeOut.indd 43 14/4/11 1:07:23 AM
MT Resource 2010
Media Trends+Strategy 2012