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Media Intelligence : MT Resource Guide 2011
we know, for example, that 75% of members are dog owners – that means of those 130,000 magazines, at least 97,500 people are dog owners, so if you want to target dog owners (for example to sell dog food), you can advertise in that magazine and know that’s who you’re going to be reaching.” An obvious value proposition for media buyers and planners is custom publishing’s ability to access such niche audiences, “So custom offers advertisers avenues to reach groups that they normally wouldn’t be able to reach and often opens up a treasure chest!” highlights Mahlab Media MD Bobbi Mahlab. Mediacom Director, Implementation Planning & Investment, Kathryn Carter agrees: “Custom publications often offer a great solution to delivering niche/hard to reach audiences and will always be considered where relevant.” “It also offers advertisers the chance to associate themselves with a brand or an association that has credibility with that audience,” points out Mahlab. However, others suggest media buyers and planners need to understand that custom is an on-going investment – a short and sharp campaign is not the correct path to follow for this media. “Strategy can’t be around jumping into custom publishing based on a short-term sales fix: this is about brand-affinity, longer-term loyalty, customer churn and spend per customer,” advises Edge Media Director Fergus Stoddart. “And if a particular brand is challenged and finding itself commoditised because there’s no clear position for it, then is custom made MediaTitles 71 p70-73customPublish.indd 71 14/4/11 1:42:22 AM
MT Resource 2010
Media Trends+Strategy 2012