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Media Intelligence : MT Resource Guide 2011
B2B publishing RALA Information Services has been a B2B publisher for over 40 years and is considered to be a small dynamic publisher recognised for providing compelling content for strategically dedicated markets and equally dedicated readers. “ We know about and deliver ‘Content as King’. We complement quality editorial content written by experts in their field with a broad range of marketing choices for advertisers,” says MD Adam Cail. “Our regular reader surveys reveal that, as well as highly valuing the editorial content, readers also value the advertising content: they see it as an on- going, up-dating of knowledge service. They recognise their ‘need to know’ what product and services are available to them to ensure they optimise their own business development. “ We totally identify with today’s time poverty. We know that information delivery has to be immediately relevant and useable and collaborate with our advertisers to ensure they can optimise their marketing dollars by leveraging a wide selection of media delivery choices. This ranges through printed magazines, branded editorial, interactive newswires and stand-alone interactive product releases, and interactive digital magazines which include embedded video presentations and hybrid mixes. “ A factor set to improve the value of B2B even further is demonstrable measurement tools. The 2010 PricewaterhouseCoopers (PwC) report From paper to platform: transforming the B2B publishing business model observed that: “Metrics and accountability are increasingly important for advertisers and there is a need for standards in this area.” Here in Australia, Verified Recipients is a new metric introduced by the CAB which became compulsory from March 2011. It reports people who have actively demonstrated an interest by subscribing to receive a publication. This provides advertisers and media buyers with a better understanding and further transparency of the distribution of CAB’s Business and Professional publications. Some publishers, such as Westwick-Farrow Media, set a benchmark by reporting their verified recipient numbers in the October 2009 to March 2010 period. The company’s publication Voice&Data reported 93 per cent verified recipients in that audit, which was very well received by media buyers by showing them that the company was confident in the value of their publications and the relationship they’d established with their target audience. And there appears to be more interesting developments to come. To demonstrate the appeal B2B will offer for media buyers Vaughan highlights: “The most exciting measurement on the horizon is the potential to aggregate digital and print sales. This will highlight the cross platform activity to the media buyers and demonstrates the investment that publishers are making into their brands to grow audiences.” Among others Harold Mitchell has pointed out how media is becoming more specialized as more people are looking for material that covers their particular fields of interest. Certainly many agree that publishers who specialise, such as B2B, were less affected by the GFC and changing media landscape than consumer publishers. As Westwick-Farrow MD Adrian Farrow points out: “With controlled-circulation magazines, we’re probably in a better position because we know exactly who our audience is and we can reduce or increase circulation; we don’t have to worry about having to drive up subscriptions, so I think we’re relatively safe.” ... maybe we all have to adjust to the new environment but I think that’s something that B2B publishers do better because they are relatively small organisations.” The balance remains the long-term viability of print as well as the sustainable growth of online. “ The greatest challenge is identifying the next hot spot for growth and capitalising on it across as many different platforms as possible.” says Intermedia Publisher, Hotel, Liquor & Hospitality titles James Wells. In addition B2B publishers must determine what capabilities they need to compete effectively in an online era, either through 52 MediaTitles “The most exciting measurement on the horizon is the potential to aggregate digital and print sales. This will highlight the cross platform activity to the media buyers and demonstrates the investment that publishers are making into their brands to grow audiences.” – Jeremy Vaughan Managing Director, Haymarket Media p50-53 b2bPublish.indd 52 14/4/11 1:27:56 AM
MT Resource 2010
Media Trends+Strategy 2012