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Media Intelligence : MT Resource Guide 2011
MediaTitles 63 What are the magazine’s major selling propositions pitched to advertising decision makers? We provide comprehensive solutions and strategies in communication delivery. This is based on decades of experience and expertise accompanied by incorporating the latest digital technologies to further enhance our print publications. These online initiatives allow more flexibility and enable us to customise packages to meet clients’ varying marketing requirements in helping to provide the greatest reach and leverage available for their brand and products. What is its online position? A range of products is available to meet client requirements including: Lighting Website, Lighting Interactive, Lighting eNewsletter, Lighting Product Showcase, and exclusive Email broadcasts. These are all backed up with the print communication vehicle allowing us to deliver a fully integrated cross-platform strategy for client demand to also ride the technological wave for information delivery. How is the effectiveness of the magazine measured? As a controlled circulation publication we have significant feedback from our readers in particular, with response mechanisms included in both our print and online products at regular intervals as well as daily communication with our clients. What other cross promotions support the magazine? Apart from media partners with various organisations that support the industry – s uch as the IESANZ (Illuminating Engineering Society of Australia & New Zealand) and LCA (Lighting Council Australia), our magazine is distributed through many of the world’s largest exhibitions and events which we heavily support, including LIGHT+BUILDING, SPARC International Lighting Event, and the Hong Kong International Lighting Fair. This adds significant credibility and commitment to our brand and products in the global marketplace. How has the magazine evolved? LIGHTING has always provided rich product information and kept up to date with the latest trends, strategies and Government regulations affecting the marketplace. This has provided opportunities for brand extensions into the Energy Efficiency arena which includes the highly successful launch of our EnergySmart Buildings print product with a strong online presence. Case Study B2B magazines RALA Lighting the wAy foR moRe extensions RALA MD Adam Cail speaks about LIGHTING magazine’s targeted strategies. “Online initiatives allow more flexibility and enable us to customise packages to meet clients’ varying marketing requirements.” – Adam Cail, RALA Managing Director case study 63 p63 caseStydy_lighting.indd 63 14/4/11 1:36:14 AM
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Media Trends+Strategy 2012