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Media Intelligence : Media Trends+Strategy 2012
custom magazines 58 MEDIA Trends + Strategy MEDIA Trends + Strategy 59 no smoke and mirrors In just two decades the media landscape has become hugely fragmented, its four key bastions – newspapers, tV, radio and massmarket consumer magazines – are vastly diminished in size and stature as multi channel content makes way for truly targeted communication. In Australia, leading custom media producers have come together to comprehensively establish the value and measure the effectiveness of custom magazines in this country in the Australian Custom Magazines Report. Potential for mulitplatform content What type of integrated packages are currently working well for clients? We1re delivering all kinds of integrated marketing strategies for clients, across an ever-increasing range of media channels: print and iPad magazines; websites; email marketing; mobile digital apps; books and e- books. Our strategy for Bupa Australia, which integrates segmented content across a mailed print magazine, email campaign and website, has yielded outstanding increases in brand recognition. This has been measured by Bupa and verified as being directly attributable to the combined print/digital strategy. We’ve also achieved great outcomes for Tourism Victoria with our Wine Regions of Victoria touring guide, which we1ve published in print form and also as apps for iPhone and Android smart phones. We’ve only just launched the Android version, but the iPhone app climbed as high as number four in Apple’s lifestyle app chart, ahead of brands including Webjet, Wikipedia, Westpac and Jamie Oliver. The potential for multiplatform content strategy depends on the nature of the client’s business and their specific objectives. Is integration with online increasingly demanded/expected by clients? More and more clients expect us to be able to deliver digital solutions. For some, digital is the way to go; for others, a print magazine might yield better results; and for still others, an integrated solution is the best way forward. In all cases, the focus has to be on the best way to achieve desired outcomes, not on going online for the sake of going online. What is the value proposition for custom publishing? Custom publishing depends on getting high-quality, highly relevant content in front of the right people. By engaging these people with entertaining, informative editorial that is targeted specifically at them, we are then able to use many different publishing strategies to drive specific outcomes, whether they be increased footfall in a retail store, increased sales of specific products, more traffic to a website, member retention for an insurance fund, etc. With the partial transition to digital, the same overarching value proposition remains, but we now have a whole new raft of tools and tactics for getting the best result. For all of these content-based marketing approaches, the value proposition is to create a higher level of engagement between brand and customer, and to act on that engagement to achieve specific outcomes. Mark Scruby Publisher Hardie Grant Magazines n 90% of readers believe their magazine’s content is relevant to the brand n 87% also believe it is relevant to them as a reader n 90% find their magazines to be a good source of information n 82% enjoy the reading experience n 54% of readers say that they visited the website of the brand or service n 75% of readers say that they notice advertising in the magazines n 51% of readers say that they use the ads as a point of reference when shopping around n Eight in ten readers would recommend their magazine to a friend n On average 2.3 people read each copy of a custom magazine n 53% of readers say that they looked for a product or service as a result of reading the magazine n Three quarters of receivers read their magazine immediately and then it sits in a common area n 64% of readers say they talked to someone about the brand, product or service as a result of reading the magazine The Report concludes that, given their power in promoting deeper relationships, custom magazines should gain a greater share of marketing budget and should be included as an integral part of the marketing mix for driving both repeat purchasers and new customers alike. Report conducted by McNair Ingenuity Research Pty Ltd Key findings in the AustrAliAn Custom mAgAzines report p58-59,61_customMags.indd 58 28/11/11 2:10:36 PM
MT Resource Guide 2011
MT Resource Guide 2012