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Media Intelligence : MT Resource Guide 2011
MediaTitles 79 case study custom & client magazines What are some of the major selling propositions of the magazine pitched to advertising decision makers? Insurance & Risk Professional is a bi-monthly 124-page magazine that carries 30 per cent advertising content every issue. The magazine has an authoritative proposition in that it is the official publication of NIBA (National Insurance Brokers Association). NIBA is regarded as a world-leading organisation due to its pioneering work on behalf of the insurance broking sector. We are in constant contact with our advertisers so we keep our finger on the pulse regarding new developments, product launches and so on. The magazine has a clear line between advertising and editorial, and we have sections in the magazine that enable us to present industry news. We acknowledge our advertisers are experts in their fields, so we call on their expertise editorially where appropriate. All print advertisers are included in the online version of the magazine, and can upgrade their ads to include videos and other technology. Advertisers enjoy this capability as it enables them to showcase some of their more cutting edge technology. Advertisers also access our readers through a monthly e-newsletter, Broker Buzz. How do you measure the effectiveness of the magazine? We conduct an annual reader survey – last year we had over 1,000 responses, which is a 20 per cent response rate, showing how engaged our readers are. Readers love the magazine, and view it as a really useful business tool. We surveyed them on a number of items, and used the opinions on content to formulate the editorial strategy for the next 12 months. In particular, we found readers wanted to see more product news and more updates from around the world, so we were able to incorporate them into the magazine. 81% of people rated the quality of the articles as good or excellent. What is its online position and how is it monetised? Having online offerings is vital to maximising the potential of the title. Advertisers who are committed to our audience want to reach them in as many ways as possible. Many are no longer interested in print alone. The added factor with the readership of Insurance & Risk Professional is that a lot of readers are ‘out and about’ and will use portable devices, so playing in that field was vital in order to maintain and grow our readership. We launched Broker Buzz, a monthly e-newsletter, last year. The aim of the e- newsletter is to provide content that complements the magazine, offering the reader a combination of news, technical information about insurance and people features. It gets emailed to over 14,500 insurance professionals, enabling the publication to reach a wider audience than the printed magazine. The printed magazine is also available online – why did you launch in that format? The printed magazine is posted out to around 5,000 members of NIBA and other industry professionals. Having the online, page-turning version increases our circulation more than three-fold. Over 10,000 people study through NIBA’s college each year, and it would be prohibitive to mail a printed copy to each of them. The digital version allows NIBA to reach a much greater audience at little additional cost. It’s distributed via a dedicated email notification, and again is very successful in reaching those people who prefer to consume their media digitally, and those people who are out of the office. case study Fast Facts Title: Insurance & Risk Professional Medium: Printed magazine plus online version and e-newsletter Size: 124 pages plus cover section Circulation: 5,000 copies printed, plus emailed to a database of 14,500 InsurIng advertIser satIsfactIon Constant contact with advertisers ensures Insurance & Risk Professional showcases the latest developments. Mahlab Media MD Bobbi Mahlab talks to Media Titles. 79 p79 caseStydy_mahlabMedia.indd 79 14/4/11 1:52:49 AM
MT Resource 2010
Media Trends+Strategy 2012