by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Media Intelligence : MT Resource Guide 2011
custom publishing editorial can be a very strong way of positioning it”. As audiences and media undergo increasing fragmentation, the efficiency of custom publishing seems to be gaining power. Increasingly, integrated online models and other bundled packages are essential or expected by clients to be offered. “I think they’re expected and essential. That is our own expectation, the expectation of our clients and the expectations of our advertisers,” Mahlab says. “If we are not offering our clients ways of reaching their audiences across platforms then we’re not leveraging the content we’re creating for our clients to optimal extent. In terms of the growth of the industry, it is very much in digital and cross- platform publishing.” Schulz feels that they are “absolutely essential” to the entire package. “ We work closely with our clients to create integrated packages to help drive sales and/or pick-up of the magazines.” NCP’s editorial team controls Facebook and Twitter accounts for triple j magazine to “engage with readers in a space they regularly go to for news and updates”. Others emphasise how it really depends upon the message the client wants to communicate, the audience and what the business is trying to achieve. Globe Publishing produces Nett magazine for client Nett Registry, a domain hosting business so they’re in the online digital field as a business, however: “They have chosen to have a print magazine leading their communication effort because they appreciate getting someone to sit down for around 30 minutes allows them to say a lot; they appreciate the value - how it builds trust in their brand,” Publisher David Kettle says. “ Their audience is small businessmen – in the tens of thousands – who tend to be young entrepreneurs using smart phones, digital and the Internet – so it’s right for them to have a lot of content executed on digital platforms.” Globe Publishing also maintains its Nett magazine website and the smart phone version as well as Nett's Twitter and Facebook accounts. Many warn that not doing custom properly can waste a lot of time, effort and money. In addition, custom publishers are aware that it’s crucial to effectively integrate and complement the content within the client’s print magazine with the content put out online, on EDMs and social media. “It absolutely cannot be the same content. You’ve got to be saying different things in different ways,” Kettle emphasises. However it’s also not just about print and online. For example Coles Baby & Toddler Club magazine goes out quarterly and is complemented by monthly emails that are segmented on the basis of the members’ children's ages. “Complementary to that, there is an extra layer of experiential marketing where twice a year the members can redeem a voucher for product sample bags in-store,” Scruby describes. “So there’s the engagement through tailored editorial content and the EDM – direct communication, but this highly relevant product sampling means the Club and the Coles brand become integrated with members on a day-to-day basis. The other benefit is that it drives in-store traffic when sample bags are collected. So there are all sorts of opportunities for really engaging with consumers.” The way forward in custom media appears to be in electronic avenues which are opening up. Mainly because the reader demographics are going to be changing believes Inflight Publishing Managing Director Patrick McElligott. “At present the reader demographics are middle to elderly. The younger generation is not concerned with custom publishing – they are more aware of retail publishing – but definitely their growth will be towards custom publishing as they become more family- orientated.” 72 MediaTitles “Custom offers advertisers avenues to reach groups they normally wouldn’t be able to and often opens up a treasure chest!” – Bobbi Mahlab, MD, Mahlab Media p70-73customPublish.indd 72 14/4/11 1:42:24 AM
MT Resource 2010
Media Trends+Strategy 2012