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Media Intelligence : MT Resource Guide 2011
Each of these projects has been officially supported by the relevant industry, research or trade bodies, and they have all received the respect of many of Australia’s most important thought leaders and trailblazing companies. “We find that there are a surprising number of crossovers that come about through our combination of projects, both in terms of us providing information and providing opportunities for our clients,” Cadden says. “It also means that while many of our projects are annuals or one-offs, we maintain a relationship with our clients across the year through the associated events and website activities, or through other projects.” As a young, modern company that is not tied to a particular industry sector or medium and has a small fixed workforce, Roxby Media can afford to be organic and flexible in its choice of projects, reacting quickly to market needs and client requests. “Our project schedule often changes and adapts to external conditions,” Cadden says. “When we do a project, we aim to do it when there’s an excitement and buzz about the topic. It’s a win-win situation.” In just two years, Roxby Media Australia has carved out a unique market position and an impressive portfolio of projects, proving that B2B publishing doesn’t have to be in the Business 2B Boring. Dragging the medium kicking and screaming into the Digital Age, Roxby Media develops projects with an integrated range of services that cross over mediums, borders, cultures and even other projects to give clients more for their dollar, and a one- stop shop for a range of targeted markets. Roxby Media is really a multimedia company that uses a publication as the basis for projects consisting of networking and business briefing events that are webcast, and online services through the Roxby Media Web platform. “An ad on the printed page is just the base of the pizza at Roxby Media,” says Editor-in-chief Dominic Cadden. “We aim to top this with a range of add-on value that can include event speaking and sponsorship opportunities, tickets to networking events, generous directory listings and linkages through our interactive website, and bespoke editorial.” The latter forms an integral part of the publications, and is distinguished from the usual ‘paid promotion’ style through informative, objective content on a current issue in the client’s industry sector, while explaining the client’s position and role in the context of the topic discussed. “We avoid the word ‘advertorial’, Cadden says. “People see right through – and flick straight past – paid promotions. Provide discerning information and considered opinions that place your organisation in context, and the attention your page will receive will make it more valuable than an advertisement.” While many B2B publishers would knit their niche and wrap it tightly around them in their first two years, Roxby Media has boldly stepped out into a variety of areas, both geographically and by topic. Trade and investment titles have so far covered China, Korea and the Arab nations, while other titles have ranged from medical innovation to mining technology, and migration to the services industry, as well as the unique and highly ambitious project, FEAST (Forum of European-Australian Science and Technology cooperation), which covered science diplomacy and 10 different branches of science research across two continents. Roxby Media kicks B2B into Digital age “We find that there are a surprising number of crossovers that come about through our combination of projects” Roxby Media austRalia p 02 8246 7400 e firstname.lastname@example.org www.roxbymedia.com.au Seeking innovative ways to reach your market, improve your brand recognition and build on your existing client base? Contact us. Above: Senator the Hon. Nick Sherry speaking at Australia and the Arab Countries: Partnership for the Future Sydney business briefing event. (sponsored report)
MT Resource 2010
Media Trends+Strategy 2012