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Media Intelligence : Media Trends+Strategy 2012
digital 26 MEDIA Trends + Strategy MEDIA Trends + Strategy 27 For information on your sector go to www.mediabiznet.com.au Integration with social media What’s the next big thing to impact on digital publishing? E-commerce – I think it’s our challenge because online stores are getting into the business of content. That’s what we’ve prided ourselves on doing really well: We’ve owned content for a long time and having spent 20 odd years in magazines, particularly on the content side, I feel I know great content. I think that’s the challenge for us because if we let them own it, and we don’t start moving into their space as well then I think we’ll all be out of business and the world will be run by retailers. What is your company doing in the next 12 months which will be of interest to media buyers and planners? We’re exploring a couple of new categories. I’m probably spending more time on looking at different ways of engaging consumers very deeply. The more that we can engage consumers online with products on our existing sites that add enormous value to advertising partners, the better the arrangement will be. At the moment we also haven’t made the message clear – the benefits of magazines are sold 300 times better than digital. At least we have a group – do research, get together, sell it. We are at the infancy stage in niche digital publishing – and we’re very different to portals – so we need to, as a group probably, get together and work out how we sell the benefits of our engagement with our users. Because the agencies don’t understand it: If I go and speak to a client they get it: I have to explain it in magazine terms however they still get it but when I go and talk to an agency, they say, ‘We just want to know the numbers’; They really don’t want to know anything else. So most of the time I have to rely on my relationship with the client to ask the advertiser to put us in the schedule. How are you monetising social media? We are monetising it because we’re bundling social media. It’s part of the grey area that advertisers are now looking for – they don’t want banners or skyscrapers, they don’t want them anymore as a group, they want integration. So part of the integration offer is that we will be Facebooking and Tweeting about what it is we’re writing which means we’re endorsing their brands via social media. So as part of the broader advertising package and integration, we are effectively selling Facebook and social media and it’s a really important part of the offer because if it’s not in there, then they ask for it; they’ll be asking ‘How often do you Facebook. How often do you Tweet? What are your numbers of Facebook and Twitter followers?’ So it’s increasingly an important part of the conversation that we have with our advertisers. Marina Go Publisher, Independent Digital Media iPads – the hybrid product How have your products adapted to the changing media environment? We chose to optimise our mobile web site about two years ago, for the smart phone, now 1.5m–2m people are using our mobile network. We didn’t release an iPad version the moment Apple released the iPad; because we did lots of user testing, we realised that people use the iPad somewhat differently, so we created a whole team for. We’ve had over three hundred thousand downloads of our iPad applications since March and there’s only 600,000 iPads in the market. What’s fantastic is it’s a hybrid between a newspaper, a magazine and online: it has a heavy use of images and video, and is interactive. It really suits what people are using it for – more of a sit-back experience. Visually, it’s beautiful. The CEO was over in the US and met with the head of product development for Apple, who said it was the best news iPad application they’d seen. What are you doing in the next 12 months which will be of interest to media buyers and planners? We’re beginning to think about the interactive smart TV so over the last year-and-a-half we have been building our .TV sites. At SMH. TV and TheAge.TV we’ve created a long- form media plan and done deals directly with content providers and getting documentaries, quirky movies, a lot of archival television material. During the day, people might be on our websites at work and we’ll promote what’s on and when they come back at night, they’re watching this long-form. For October, for our . T V sites, we had our fourth record month in a row, with more than 700,000 shows watched for the first time. What does this mean for advertisers? This is really interesting to advertisers because with long-form, every 8 minutes or so, we’ll insert a 30-60 sec clip so it’s really just like TV. That means you’re watching on a big screen and because it’s inserted in, you can do fantastic branding and, unlike television, you can see the click thru stats, you know how many people are watching and you know how long they’re watching for, so it’s really quite accountable. Today they’re more likely to be watching it still on a PC screen, that may be a laptop or a larger PC in a home office, but we’ve done deals with LG, Samsung and others and this will all be available on the large screen smart TVs as well. One of the really big changes that’s happened at Fairfax is that we’ve had a massive restructure and our digital arm and our print arm are now integrated and we’ve integrated our sales team to services all the publishers. There’s a relationship manager who is serviced by a digital specialist, a print specialist, a mag specialist, a mobile specialist, an iPad specialist and they all get together and come back with exactly an answer that meets the needs of that advertiser. How are measurement and ROI being demonstrated in your selling proposition? As we’re now doing integrated sales, we’re focusing on for example 18 hours in a person’s media consumption cycle and meeting their needs in the different places and on all the different platforms. So rather than just looking at the cost per click for the digital component, we’ll ask the client, ‘How many eyeballs do you need to get in front of?’ and success in getting in front of those different eyeballs. We have an overall audience now of around 6.7 million people through our platforms who, at some stage, come in contact with Fairfax products so we can actually sit down with advertisers and rather than working at the buyer level we’re tending to work now more at the strategy level. Pippa Leary Director of Strategy & Market Insights, Metro Division Fairfax Media p26-29,31_digital.indd 27 28/11/11 2:43:14 PM
MT Resource Guide 2011
MT Resource Guide 2012