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Media Intelligence : MT Resource Guide 2011
B2B publishing executive outlook 56 MediaTitles With content now expected across all platforms, B2B is growing through engaging readers via events as well as online. B2B positive for growth Jeremy Vaughan MD, Haymarket Media How is Haymarket Media responding to the changing demands of media communications? By continuing to invest in high quality content across all platforms. The investment we’ve made recently on the iPad editions isn’t about the results today but more about the results in five years’ time. We have to be prepared to experiment because iPad and other tablet editions is such an unknown space that’s why we have to take a long-term view and remain patient with the results. Brand consistency and building that long-term value is the key. This is a period of great change and we all have to embrace that change. The audience of today is demanding content across all platforms so let's deliver it. How is this illustrated? Take FourFourTwo for example: the brand won the Excellence Award last year by delivering a remarkable range of channels with which it communicates with the Australian football supporter. From traditional channels in print and online this has now extended to a smartphone configured web site to enhance mobile viewership, a weekly podcast, a weekly email newsletter, a Facebook page, Twitter feeds for key staff and the main brand. Most recently the launch onto iPad saw us combine the best content across all platforms into one digital offering. We now estimate that around 200,000 Australian football fans have around five million interactions with the brand on a monthly basis. What research and/or measurement do your titles offer media buyers? We were one of the first publishers to embrace the ABA digital audit and all our web sites are ABA Audited, our consumer tech titles and Limelight are ABC Audited and our B2B titles CRN and Pro Print are CAB audited. This is supplemented by the regular reader research conducted by all Haymarket brands to share with advertisers where we try to add the ‘who and why’ to the ‘how many’. We offer custom research services delivered through telemarketing, web and print surveys. 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. Investing in iPad editions alan KIrK Executive Director, The Magazine Publishing Company (TMPC) How has TMPC responded to the chang- ing demands of media communications? We’re still learning. However we’ve found there’s still a huge demand for mainstream magazine advertising. We’re getting a lot closer to our readers now. If you are intimate with your marketplace, there’s still a lot of ad dollars out there. It used to be the media buyers were out there looking for titles. Now media buyers are finding out about us from the marketplace itself; it’s the reverse of what it was. With the changing nature of media, is there anything that keeps you awake at night? 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. You have polar opposites in the market. There’s some in the market place whose prices are quite low and they’re being fully subsidised by their members and you’ve got other people whose prices are quite high. Content is going to win, no matter where you are. It’s a funny marketplace at the moment – some titles are running red hot then we have others that are traditionally good money returners that aren’t doing so well at the moment. I don’t think it’s related to overall marketing spend; it’s how well or buoyant your particular industry that you’re dealing with is doing at the moment. It’s not like mainstream consumer newspapers – where they are all taking the debt and they’re all down, they’re trying to struggle back and they’re still losing over to digital. It’s only a few months into this calendar year – and we’re already 27% in sales above this time last year – that by itself means there’s a little bit more confidence in the titles that we’re dealing with. a huge demand for magazine advertising p56-57,59 b2bExcOut.indd 56 14/4/11 1:32:14 AM
MT Resource 2010
Media Trends+Strategy 2012