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 : Media Trends+Strategy 2012
consumer magazines MEDIA Trends + Strategy 47 Evolution of content Cross platform initiatives What initiatives are you undertaking to attract advertising support? There’s no question that the market is very soft and tight and what we find at the moment is that clients are seeking to do more creative things or things that give them better value for money. I think there’s a lot of inventory available across the media landscape with additional TV digital channels, pay TV channels and online. Our best sort of initiatives are working with the clients more closely, looking where they have new product launches and activity that we can become more involved with; for example there was a big sound and image event and function that we partnered with, held in Melbourne recently, and we worked with a number of clients about the presentation of their rooms and stands as well as coming up with promotional packages in the magazines. There’s been a similar amount of activity come back into the gaming sector and we’re working with those clients to do some special executions –3 D executions – and cover presentations of new releases. In this climate it’s just a matter of getting closer to clients so that they can reach and communicate where there’s a lot of noise in the market. What’s the next big thing to impact on consumer mags? I do think our audiences and the way they engage with our products are not necessarily well understood and I think the media market generally is very good at, particularly TV, pumping out large numbers of viewers which aren’t necessarily substantiated and supported as perhaps other mediums such as magazines which have actual copy sales. I think the biggest opportunity for the industry is to get that message clearer. Consumer magazines do have great audiences, we do have good numbers and they reach and people pick up magazines over and over again rather than sound bites on TV. So I think that’s the biggest opportunity but I think the greatest change and the next big thing is the evolution of our content. The online world and the digital world give great opportunities for marketing and promotion and the next test and opportunity is to repackage that content and make it specific and digestible for the consumer. We think we’re getting dictated to by iPhones and iPads and tablets and products but they will continue to change and they’re just the distribution vehicle; the opportunity is to repackage that content and give it to them in different ways that they can digest on different distribution channels or devices as they come. How is Next Media utilising digital applications? About a third of our products are on Zinio internationally, so that’s an international test. And locally we’ve got half a dozen and we’re developing specific apps for two of our products for distribution into the market here – you can’t replicate the magazine online but it’s just getting the balance right between what’s involved in putting that together and the monetisation of it. It’ll come but will probably take a bit longer than everyone thinks. There’s a lot of testing - what sort of file size, content, what consumers can absorb and how often; I think it’s quite an exciting time to repackage content and advertisers support that. I think the greatest challenge is the change in the number of offerings for entertainment and information; there’s an explosion of the number of channels, therefore there’s an explosion of inventory in a media context. It’s good in one way because there’s lots of new opportunities but until it settles into a bit more routine it’s hard for people to work out how to monetise it or to get their business models right. iPad was going to take over the world and people are now settling into what it will be used for – whether it’s a business tool, to read books, view videos or as a mobile tool rather than necessarily substituting other products; even in the last 12 months that’s got into a bit more of an understood position. There’s no doubt in the whole media landscape, the overhang at the moment is a subdued economy but it’s still growing; people perhaps forget that sometimes – this country’s in pretty good shape in that context David Gardiner CEO Next Media What significance are cross-platform packages and how are you integrating the magazine content with these channels? If you’re talking about individual magazine platforms, I think they’re still at the embryonic stage. Obviously there’s a high level of interest in those. Our cross-platform discussions to date have been much more at the Seven Media Group level and MSG Red – we’re interested in doing things across television, magazines and online with Yahoo! Seven. What initiatives are you undertaking to attract more advertising support? We continue to be proactive, good customer service, come up with more and more innovative ideas across our portfolio, across different consumer touchpoints. Up to June and last year, despite the fact it was a tough market, our performance has been strong. The last 6 months have been a really torid time for media, let alone magazines, it’s forced us to re-evaluate and re-think how we approach the marketplace. How are you utilising social media? and what are its upsides and downsides? We’re doing it in parts. We’re doing it via each of our individual titles; in some areas we’ve come out with some really good ideas, good initiatives, in other areas it’s still kind of the Wild West. Potentially it allows us to have quick and spontaneous feedback and it allows us to engage in dialogue with the magazine consumers. Downsides, it can sometimes, have that potential to make that deep engagement superficial, which is not what magazines are about. What’s the next big thing to impact on your consumer magazines? I think without question it’s the tablet devices. And electronic paper is an opportunity. Nic Chan CEO Pacific Magazines p44-45,47-49_consumerMags.indd 47 28/11/11 2:24:03 PM
MT Resource Guide 2011
MT Resource Guide 2012