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Media Intelligence : MT Resource Guide 2011
case study consumer magazines What are some of the major selling propositions of the magazine pitched to advertising decision makers? Fairfax Magazines is the leading publisher of magazines to the AB market in Australia. Our four newspaper-inserted titles, Good Weekend, Sunday Life, the(sydney)magazine and the(melbourne)magazine have a combined readership of 2,204,000 million*, delivering the reach of a newspaper within the environment of a magazine. Recent external research by Stancombe Research & Planning reveals that our titles share many attributes with newsstand magazines, but our readers are unique because they demand authentic, thought-provoking editorial and they are extremely hard to reach via other media channels. Good Weekend, in particular, has a loyal and deeply engaged audience who appreciate its quality journalism and the trust that comes with that. It has long been one of the most powerful brands in the country. What are their online positions? Our weekly titles, Good Weekend and Sunday Life, will be part of multi-media iPad applications for The Sydney Morning Herald and The Age that will be launched shortly. We are currently considering our position in regards to online but we also expect to launch websites for our titles in the near future. We also use some social media, Twitter and Facebook, as another channel to engage with our readers. What research and measurement do these titles offer media buyers? Our titles are measured by Roy Morgan Research and audited by the Australian Bureau of Circulations. Both of these measurements are based on the magazine titles and not the host publications. We also conduct independent proprietary research to assess the level of reader engagement as well as advertising effectiveness. Which other cross promotions support the magazines? The magazines are well supported by promotions in The Age and The Sydney Morning Herald and across the Fairfax Digital Network. How have the magazines evolved? All of our titles are constantly being reviewed to ensure that they meet the needs of our readers. Sunday Life was successfully repositioned in mid-2009 to target smart women; Good Weekend was refreshed last December with new editorial columns and a more contemporary design, and the(melbourne)magazine and the(sydney)magazine have just unveiled a bold new look and exciting new content in the recent April editions. *Roy Morgan, December 2010. Market loyalty Maintains popularity of niMs Newspaper Inserted Magazines add value to the host paper while upcoming electronic extensions will capitalise on their large, loyal audiences. Fairfax Media Chief Executive and Publisher Lisa Hudson discusses this with Media Titles. “We also use some social media, Twitter and Facebook, as another channel to engage with our readers.” – Lisa Hudson, Fairfax Media Chief Executive and Publisher case study 44 p44-45 caseStydy_fairfax_.indd 44 14/4/11 1:49:10 AM
MT Resource 2010
Media Trends+Strategy 2012