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Media Intelligence : Media Trends+Strategy 2012
48 MEDIA Trends + Strategy 48 MEDIA Trends + Strategy consumer magazines Building audiences Backing the Tablet phenomenon What’s the next big thing to impact on consumer magazines? The most significant thing is e-commerce and the combination of deeper, richer content on Tablets. I’m a fundamental believer in print as well but the Tablet provides a marvellous opportunity for magazine brands to take their message further and I think the link to commerce will be critical. How are you utilising social media? and what are its upsides and downsides? We’ve been building audiences on social media for the last couple of years. Vogue’s probably our best example of that – 45,000 followers. It’s really about moving beyond one- way conversation with consumers to including the consumer in the conversation, I see that natural extension further as consumers helping give real-time feedback about what they like and therefore helping us to move more quickly with small tweaks to our editorial content. Certainly the editor remains absolutely critical to the curation or editorial process but we’ve often used focus groups and other forms of research to find out what people think and now we can do it in real time. What significance are cross-platform packages and how are you integrating the magazine within these channels? I’ve never believed in selling pages, I’ve always believed in selling the value of the brand. In fact selling the highly involved audiences that magazines deliver to advertisers. We’ve not told that story well over the last couple of years: it’s absolutely critical. I’ve been a very strong advocate of giving the media procurement and buyers the data they want – eventually we’ll be giving it to them off Tablets so why not go there now. The decline in ad revenue share is again an indication that that needs to happen. I’m also a great believer that the outdoor industry has done that and part of their huge growth year on year has been a result of that. What initiatives are you undertaking to attract more advertising support? We’re definitely doing multi-platform packages. Ultimately what we need to do is find a way to connect our highly engaged audiences with advertisers’ products – whether that be across platform or events such as Vogue’s Fashion Night Out or the GQ Men of the Year Awards where we provide sponsorship opportunities. Inside Out recently did a style series with Freedom where social media played a major part so we’re looking at how we connect all the platforms to the benefit, solve strategic issues our clients want. Mark Kelly Group Publisher, Lifestyle News Magazines Australia What issues are impacting on advertising? I think the biggest issue with advertising support is that we’ve become unfashionable without any great reason. I look at Network television and “Packed to the Rafters” is a great show – 1 .6 million viewers nationally and if you want a 30-second spot it’ll cost you $60,000; Women’s Weekly readership is up 8% year on year, at $2.4 million, and you can get a full page in that which will last a month on the newsstand and many months after that as a half life for a third of the cost. What’s the next big thing to impact on consumer magazines? I think the next big thing is already here and that’s the tablet phenomenon. I’ve backed Tablets from day one – I made sure that ACP was in the iTunes store on day one on May 24, 2010. We’ve now got more than 24 magazines on iPad. People who own iPads spend a lot more time consuming a lot more media than they used to, and that includes newspapers and plenty of magazines, so as a delivery device, it’s fantastic. You can do so much more in terms of interactive content, in terms of interactive advertising; they’re a great platform for the future and we’ll keep continuing to invest in them. What’s the future of print magazines? I’m not particularly wedded to buying millions of dollars worth of paper and financing lots of trucks but anybody who says ‘print is dead’ is kidding themselves and running a huge risk of embarrassment, of looking a bit like the doomsayers who told us why 2K was the end of the world. I think print has a long and viable future. How do you embrace multi-platform extensions? Thirty mastheads currently have significant editorially-driven websites which are part of Australia’s largest internet portal, the ninemsn network. These sites collectively generate 6.7 million unique browsers and 66 million page views per month. The sites provide our audiences with highly engaging extension for their favourite brands online. We are currently producing standalone monthly digital editions of Gourmet Traveller, Shop Til You Drop and Australian Woman’s Weekly. They are being published in their own branded apps in the iTunes App Store. The branded apps deliver platform- exclusive versions of the magazines which have been optimised for the device, and include a range of rich media such as video, slide shows, animated covers and other interactive elements. How will advertisers benefit from cross platform extensions? Advertisers can buy a range of cross-platform packages across all of our print and digital properties which can provide both reach, and deep brand integration. Online advertisers can not only purchase demographically targeted reach across our mastheads on the ninemsn network through a variety of display and rich media opportunities, but also innovative brand-led content integrations through bespoke advertorial hubs, competition mini-sites, newsletters and product guides. On our ‘print plus’ tablet editions, advertisers can purchase a range of platform- exclusive extensions which include video pre- rolls, slide shows and animated 360 degree product views. Our digital products can offer both reach, and highly innovative and engaging vertical integrations for all of our brands. Phil Scott CEO ACP Magazines p44-45,47-49_consumerMags.indd 48 28/11/11 2:24:04 PM
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MT Resource Guide 2012