by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Media Intelligence : MT Resource Guide 2011
harmony with clients’ new product development (NPD). Some of these innovations are in more traditional forms, explains Retail Media Sales Director David Elliott. “... such as product sampling (sachets), themed covers and sections reflecting the brand proposition – for example Dove Pink (pink cover and masthead), Max Factor (Flip Cover Beauty Book).” There is also ‘new’ innovation that is tactile and engaging, such as plastic pages in the magazine, he says. “ This concept was used for GSK with their Nicabate Patch campaign. For this campaign we developed a see-through (clear) plastic page representing the tactile values of the product, as well as the transparent nature of the Nicabate Patch. The campaign strapline – ‘One thing is perfectly clear’ – held the concept together.” Recently market leader Nescafé launched its ‘new look’ via the company’s magazine Retail World. Elliott believes the tip-on employed encouraged the market to use creative executions “which we find makes the magazine far more interactive for our audience”. For such products B2B publications are the cornerstone of marketing campaigns. “ Trade marketing – communication and perception with the key decision makers, stockists and retailers can sometimes mean the making or breaking of a product and its ongoing success,” observes Elliott. “Companies such as Canterella Bros with their Vittoria brand recognise how influential trade marketing can be and they reap the benefits.” Vittoria now holds a 67.3 per cent share of the $137 million roasted coffee market and underpinned this market share with its recent Al Pacino campaign. Another good example of using B2B to launch and maintain brand campaigns is Product of the Year (POY). “Now in its second year as a completely independent consumer product award, voted by 5000 real consumers,” points out Elliot, ”POY has stated that winners in Australia have reported sales increases of more than 20 per cent.” However for many there is uncertainty about what the business model will be going into the future: to what degree advertisers will be willing to pay for online. Kirk concurs: “It’s that next step – the online presence. It’s trying to work out how we get these readers to really turn around, and get the type of dollars that we need to generate from a website.” ZenithOptimedia recently observed that most would agree the internet is an important and fast-growing source of revenue for most publishers but obviously, “ The challenge for magazine publishers – like all content producers – is to capture more of the value generated by the strength of their content.” (FIPP World Magazine Trends 20/11). Many here in Australia seem to agree. Although the media mix of the future will maintain the magazine at its core, points out Publishers Australia chair Geoff Hird, he advises that online and mobile channels need to be incorporated. “ The future success of magazine publishers will focus around the ‘audience’ they have already developed, and how they can continue to engage that audience via a range of media channels.” Straddling the Net 2009-2010 financial year edition State of play John Sintras MD, Starcom MediaVest Martin Cowie MD, Carat Mark Champion Executive Director Advertising Federation of Australia Peter Carnelius MD, Nielsen Media Research Anne Parsons CEO, MediaCom Stuart Mitchell CEO, Mitchell Communication Group Alan Long Reasearch Director – Asia Pacific, Hitwise Scott McClellan Executive Director, Australian Association of National Advertisers free to air tv Rhonda Brown Marketing Director, Free TV Richard Finlayson Director of Commercial Affairs, SBS Les Sampson Head of Acquisitions, Daytime and HD Programming, Channel Nine Vance Lothringer Chief Network Sales Officer, Network Ten SubScription tv Ian Garland Commercial Director, Astra Damian Keogh MCn National Sales and Marketing Director Jon Marquard COO, Premier Media Group Digital John Butterworth CEO, Australian Interactive Media Industry Association (AIMIA) Joe Pollard CEO, ninemsn Paul Fisher CEO, Interactive Advertising Bureau Richard Freudenstein CEO, News Digital Media Claudia Sagripanti Director, Mobile Communications Group M Tony Thomas MD, The Population Pippa Leary MD Media, Fairfax Digital Damon Scarr National Media Sales Director, Yahoo!7 Geoffrey Handley MD, The Hyperfactory MagaZineS conSuMer Peter Zavecz Commercial Director, Pacific Magazines Ian Wakeling MD,TNT Magazine Sandra Hook CEO, News Magazines Prema Perera CEO, Universal Magazines David Gardiner CEO, nextmedia Louise Barrett Director, PBL Media Sales Integration b2b Adrian Farrow MD, Westwick Farrow Trevor Kirk Managing Director, The Magazine Publishing Company (TMPC) Mark Kuban Group Publisher, The Intermedia Group Alan Sarkissian Executive Director, Publishers Australia James O’Sullivan CEO, Retail Media cuStoM Bobbi Mahlab MD, Mahlab Media Mark Brown Director, Engage Media Eddie Thomas CEO, Edge Custom Media Georgina Brujic MD, Text Pacific Publishing out of HoMe Brian Craighead MD, Prime Digital Media Richard Herring CEO, APN Outdoor Kirsty Dollison General Manager, Marketing and Commercial, TorchMedia Helen Willoughby CEO, The Outdoor Media Association Mike Tyquin CEO, EyeCorp Australia and New Zealand Sara Lappage Marketing and Sustainability Director, oOh!media Greg Burlow MD, Look Media cineMa Paul Butler Marketing Director, Val Morgan Cinema Network Peter Skillman CEO, Star Media Platinum Direct neWSpaperS Joe Talcott Group Marketing Director, News Ltd Tony Hale CEO, The Newspaper Works Brendan Hopkins CEO APN News and Media Chris Wharton CEO, West Australian Newspapers (WAN) Philip McLean Group Executive Editor, Fairfax Media raDio Mark Noakes Sales Director, Macquarie Network Graham Mott Group General Manager, Fairfax Radio Network Rob Gamble Chief Executive – Radio and Digital Media, Prime Media Joan Warner CEO, Commercial Radio Australia Bob Longwell Chief Executive Officer, ARN Jeremy Macvean Head of Digital Strategy, Austereo Marketing Nick Mercer Managing Director, Mercer Bell Rob Edwards CEO, ADMA TURN PAGES by clicking the arrows at the side of the page, or by using the toolbar. ZOOM IN by clicking anywhere on the page. READ by dragging the page around when zoomed in. ZOOM OUT by clicking anywhere on the page when zoomed in. FIND MAGAZINES by using Select Magazine Category in top right hand corner. VISIT web sites or send emails by clicking on hyperlinks. Print Page Email this page to a friend Search this issue Index - jump to page or section Archive - view past issues how to navigate the emagazine features: ◗ Technological change levels the playing field ◗ Media 2009 – industry leaders comment on “The State of Play” interviews: (click on feature) (click on name) Click here and reserve your 2010 Calendar Year Edition complimentary to industry professionals Mahlab MEDIA www.tmpc.com .au Specialist B2B publishers D&D Mailing Ser vices Xtreme Information Services Australia • xtremeinfo.com.au • Sydney 02 9956 6888 • Melbourne 03 9956 6291 The net working, search andinformation site for the adver tising, media and marketingindust ries .com.au mediabi net mediabi net 2007 edition Click here to view 2007 edition 2008 edition Click here to view 2008 edition media trends+strategy 2009/10 intelligence financial year edition z $14.95 view online edition at www.mediabiznet.com.au features Technological change levels the playing field Media 2009 – industry leaders comment on “The State of Play” interviews John Sintras CEO, Starcom Megan Clarken MD, Nielsen Online Stuart Mitchell CEO, Mitchell Communication Group Anne Parsons CEO, MediaCom Brian Craighead MD, Prime Digital Media Prema Perera CEO, Universal Magazines Joe Pollard CEO, ninemsn Richard Freudenstein CEO, News Digital Media David Gardiner CEO, nextmedia Rob Edwards CEO, ADMA Brendan Hopkins CEO, APN News & Media Joan Warner CEO, Commercial Radio Australia ... and over 30 more senior media executives – insight– digital revolution removes the barriers The direction of major media platforms in 2009 and beyond. cross media packages chase advertising dollars Pick the mix with media choice packages across various media disciplines. Free tv harnesses engagement & interaction Government legislation set to lift the value and potential of the medium. social media oFFers commercial opportunity How to monetise is the question. out oF home liFts the bar New measurement aims to boost adspend. mediatrends+strategy2009/10intelligencefinancialyeareditionz$14.95viewonlineeditionatwww.mediabiznet.com.aufeatures TechnologicalchangelevelstheplayingfieldMedia2009–industryleaderscommenton“TheStateofPlay”interviewsJohnSintrasCEO,StarcomMeganClarkenMD,NielsenOnlineStuartMitchellCEO,MitchellCommunicationGroupAnneParsonsCEO,MediaComBrianCraigheadMD,PrimeDigitalMediaPremaPereraCEO,UniversalMagazinesJoePollardCEO,ninemsnRichardFreudensteinCEO,NewsDigitalMediaDavidGardinerCEO,nextmediaRobEdwardsCEO,ADMABrendanHopkinsCEO,APNNews&MediaJoanWarnerCEO,CommercialRadioAustralia...andover30moreseniormediaexecutives–insight–digitalrevolutionremovesthebarriersThedirectionofmajormediaplatformsin2009andbeyond.crossmediapackageschaseadvertisingdollarsPickthemixwithmediachoicepackagesacrossvariousmediadisciplines.Freetvharnessesengagement&interactionGovernmentlegislationsettoliftthevalueandpotentialofthemedium.socialmediaoFFerscommercialopportunityHowtomonetiseisthequestion.outoFhomeliFtsthebarNewmeasurementaimstoboostadspend. “Using B2B to feature Product of the Year has resulted in sales increases of more than 20%.” – David Elliott Sales Director, Retail Media p50-53 b2bPublish.indd 51 15/4/11 2:28:04 PM
MT Resource 2010
Media Trends+Strategy 2012