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Media Intelligence : MT Resource Guide 2011
executive outlook James Wells Publisher, Hotel, Liquor & Hospitality titles, Intermedia How is The Intermedia Group responding to the changing demands of media communications? Building on the company’s heritage in printed publications, The Intermedia Group has in recent years developed a series of platforms for brands looking to engage with our market segments. In addition to the company’s printed magazines, The Intermedia Group has a dedicated conferencing and events division as well as a digital division for the distribution of information through online news websites and emails. How is this illustrated with your print brands, integrated online models and other bundled packaged offered? The Intermedia Group delivers this strategy with over 25 separate printed publications published monthly, bi-monthly, quarterly and annually supported by over 20 separate online news websites which distribute regular email communication to a database of subscribers. The company has recently appointed a dedicated sales manager responsible for selling across all titles and specialising in group purchases from media buyers representing clients seeking a larger reach and circulation than individual business-to-business titles. A media buyer now has the capacity of reaching over 400,000 readers across all products in The Intermedia Group stable. What research and/or measurement do your titles offer media buyers? The Intermedia Group conducts its magazine and online news website audits through the Circulations Audit Board (CAB). In addition to this, each product conducts regular reader surveys and testimonials. What issues facing the B2B marketplace keep you awake at night/concern you? The recovery from the GFC has impacted each of our magazines, online news services, conferences and events in a different manner. 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. specialising in group purchases from media buyers seeking a larger reach aDrIan FarroW MD Westwick- Farrow How has WF responded to the changing demands of media communications? We’re constantly improving those to meet changing needs – including social media, more exhibitions, conferences, seminars and more sites that people can go into. Magazines are still going along well but we’re very conscious of the fact that people want their information differently. How is this illustrated? The best example is Voice & Data magazine (which scored Highly Commended at the 2010 Publishers Australia awards). We connect that very much to our website and our TechTarget operation which is a highly technically portal: putting those three things together seems to have really fulfilled a need. We’re also looking into exhibitions seriously. We used to be in exhibitions in the ’90s – had heaps of them but they were bigger in style – with 100s of exhibitors. Nowadays we have roadshows that are limited to 16 exhibitors except for the radio show with 40 stands. What’s of concern with the changing nature of media? I don’t like picking up the paper every time and seeing it’s a digital world because I know it simply isn’t. People still like reading the magazines and I think they’ll continue to do so for some time yet. Plus it’s a different medium – just simply different – people use both quite readily. We notice when our magazines come out, for almost every ad certainly, and almost all the editorial linked to our online site, people tell us – ‘we know when your magazine comes out because we get a big jump in [online] traffic’. What research and/or measurement do your titles offer media buyers? The main, and most effective metric with regard to print media that we offer is the new CAB Verified Recipient audits. This ‘next level’ in the audit process offers marketers and media buyers an extra level of transparency into the level of engagement of readers of B2B magazines. By reporting the ‘requested’ vs ‘non-requested’ per cent of the total circulation, it shows which controlled circ magazines are really valued and wanted by the readers. With regards to our online media properties, we are able to offer Google Analytics reports, plus several of our sites are now part of the CAB’s new Digital Audits program. We have two titles with digital versions, and we offer Texterity reports on these with regards to open rates, page views, unique visitors etc. offering media buyers more transparency in reader engagement MediaTitles 59 p56-57,59 b2bExcOut.indd 59 14/4/11 1:32:24 AM
MT Resource 2010
Media Trends+Strategy 2012