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Media Intelligence : MT Resource Guide 2011
MediaTitles 57 ChrIs Dutton MD, Bean Media Group How is BMG responding to the changing demands of media communications? Bean Media Group and myself are firm believers that there will always be a strong demand for printed product. Our efforts continue to be concentrated on producing top quality printed B2B titles, which will remain unchanged regardless of online trends. How is this illustrated? We are constantly told that our printed titles look better than other industry- specific magazines and that is due to our dedication to print media as opposed to the development of an online model. How do your magazines stand out from the others? We always put 110% into the design and editorial of the series of ‘Australia’s Best’. We never cut costs on printing and as such, our magazines always look aesthetically excellent. We know what our readers expect of the ‘Australia’s Best’ magazines, and if we have to spend extra on production, we will do it without a second thought. I am a firm believer that if you invest in a product that you truly believe in, then the rewards will come. We’ve seen it with Australia’s Best Manufacturing and Australia’s Best Building and Construction – both picked up awards in the category of B2B Magazine of the Year 2010 by Publishers Australia. Is Bean Media considering incorporating online models at some stage? Within each edition of Australia’s Best, we choose certain companies for inclusion within the magazines for a corporate profile. There is no cost for companies that are included, but each of their company editorials is uploaded to the internet through various online news channels. As such, they are guaranteed to appear on Google and Yahoo news, and as we don’t charge for these editorials, they are obviously appealing to many Australian companies. As far as Bean Media moving to an online model, the publishing of these corporate profiles is about as far as we go. Dedication to print media Ian Close MD, Architecture Media How is your company responding to changing media communications? It’s a very unsettling time. We’re trying a few different things. Our experience is that print is still very strong: we’ve had an increase in print advertising this financial year compared with the last. A lot of people see print as the way of really communicating with people. However media companies are no longer just about putting information into print – it’s almost old news: it really is about engaging readers and that means events, magazines and an online presence – which we’re working on. We’re getting more into events and there are events associated with all our major magazines. We’ve launched an awards program for our Houses magazine with the winners to be announced in July. It’s the inaugural event and has been fully subscribed in terms of sponsorship so it’s doing extremely well. Selector.com is about product information – and ultimately that’s what advertisers and B2B are about. We launched Selector in 1998 and relaunched it in September 2009. It’s been just over a year now since the relaunch and our traffic has doubled in that time – from 35,000 unique visitors per month to 70,000 in November of 2010. And our revenue – year on year 2010/11 compared to 2009/10 will see a 20% increase. If we didn’t have that side of the business, I wouldn’t be so relaxed about our other professional content sites. Selector is as profitable as our print magazines. Are there any issues in the B2B area that keep you awake at night? There is this uncertainty about what the business model will be going into the future: to what degree advertisers will be willing to pay for online. For B2B – which is smaller publishers – I think the transition from an economic point of view is going to be relatively easy but it may very well mean that instead of organisations of 30 people it might be organisations of 10 people, and making less but still able to pay. engage readers through events, magazines and online p56-57,59 b2bExcOut.indd 57 14/4/11 1:32:18 AM
MT Resource 2010
Media Trends+Strategy 2012