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Media Intelligence : MT Resource Guide 2011
custom publishing executive outlook 74 MediaTitles As advertisers seek to build brand loyalty and trust, custom publishing is well placed to deliver on this and is ramping up its engagement with consumers. Capitalising on new opportunities BoBBi MahlaB MD, Mahlab Media What is custom publishing’s value proposition for prospective clients? It’s about getting time and attention with their customers or potential customers. Custom Media has proven its value in terms of gaining and keeping audience attention. Research carried out over the world consistently shows that Custom Media is a demonstrated way to build loyalty by conveying a brand’s attributes and engaging its audience in a meaningful way to them and getting its message out. To what do you attribute custom publications' increase in popularity? Custom is growing because brands understand the importance of good content. We’ve all heard the term ‘content is king’, and I think more and more brands are understanding if you’re providing content, that is true to the brand and is relevant and useful for your customers and prospective customers, the benefits are there. So custom is growing as a medium because content is proliferating. And good brands are understanding the value of good content as opposed to any content. What metrics are clients asking for? There’s a whole basket of metrics, from reader surveys to CAB audits to Google analytics to email campaign analytics. We’re making sure in our business that we’re offering clients these metrics even if they don’t ask for it. What issues facing custom publishing are of concern? “Is print a dead medium?” is the question we’re getting asked all the time. I believe that print is not dead but it won’t have the dominance and doesn’t have the dominance it once did which is why cross- platform publishing is so vital. And the questions every publisher has to ask are: “Who is your audience? How do they digest information? How can you meet their needs?” And they’re likely to be answered by using multiple platforms. Another key issue which is facing Custom Publishing is what is termed ‘ Vanilla filler’ which means [believing] you can take any content and it will be good enough. However, to work, content needs to be carefully crafted, with the audience, and what engages them in mind. And thinking that any content will do, is not a pathway to success for brands. Cross-platform publishing is vital Mark SCruBy Publisher, Hardie Grant What is custom publishing’s value proposition for prospective clients? There are two things – it ensures you’re talking to very specific defined audiences or target markets; and it engages these audiences with high quality, highly relevant editorial. The value proposition for what we offer is in the intersection of journalistic and editorial prowess and then marketing, and both those elements working together. The result is that the client really owns their own media channel which probably is a large part of it as well: they can control the messaging and in a sense cut their competitors out of the discussion with their clients. What metrics are clients asking for In measuring publication effectiveness? We publish a magazine for BUPA called Shine. When that first kicked off, the research found that members who received the magazine were much more likely to retain their health insurance membership. BUPA did the maths and that equated to around $1m in premiums every year that otherwise would be lost through attrition of mainly the younger segments within their membership. That was a great way to validate that the magazine was working as a retention tool. With BUPA we also send emails and host magazine content online so one of the big benefits of digital is that detailed analytics can be collected. To what do you attribute custom publications' increase in popularity? Alongside the evolution of digital media and the rise of social media, the idea of direct relationships between brand and consumers has gained a lot of traction but custom publishers have been talking about and delivering this for years. We can execute the same core strategies of engagement across multiple media platforms. So as consumers’ media consumption behaviours change, our strategies are just evolving to capitalise on the new opportunities. Value in the intersection of editorial prowess and marketing p74-75 customExcOut.indd 74 14/4/11 1:45:45 AM
MT Resource 2010
Media Trends+Strategy 2012