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Media Intelligence : Media Trends+Strategy 2012
custom magazines MEDIA Trends + Strategy MEDIA Trends + Strategy 59 For information on your sector go to www.mediabiznet.com.au Landmark research supports initiatives Custom apps for the iPad What is the value proposition for custom publishing when presenting to a client? The value proposition for custom publishing is getting quality time and attention with your customers and prospects – it is as fundamental as that. Research is consistently showing marketers that relevant and engaging editorial connects brands with their customers. Importantly, once the connection is made it can be monetised by brands and organisations. The landmark Australian research conducted by McNair Ingenuity on behalf of Publishers Australia and released this month (November) shows that custom magazines cut through the media clutter with great effect and are a highly personal and intimate interaction. On average, custom magazines are read for a whopping 39.7 minutes and more than 64% readers talked to someone about the brand, product or service as a result of reading the magazine. Readers of custom magazines are also four times as likely than non-readers to agree that the brand or organisation cares, and is trustworthy and relevant to them. These are compelling results that are supported by other research. For example, 93% of members of the Real Estate Institute of NSW consistently rank their monthly journal as the highest benefit of membership. Is integration with online increasingly demanded/expected by clients? As custom publishers and content marketers our role is to help our clients be successful publishers. We need to intimately understand their marketing objectives and audiences, and develop strategies that meet the needs of those audiences. This means delivering useful, compelling content in a range of ways across varied platforms. For example, for the National Insurance Brokers Association we have created a website, publish a fortnightly e-news, produce a magazine in print and digital formats, and seed content in social media – all these media are conduits to each other and capture readers in the way that is most convenient to them, whether they are on the bus, at their desk or enjoying the magazine with a good cup of coffee. Is custom publishing evolving to attract more advertising? Custom publications are highly successful at attracting advertising targeting our clients’ readers. Some of our titles generate significant revenue from advertising as well as generating sales of our clients’ own products and services. Even Google understands that not all content is the same – quality and the user experience is what counts. Google Panda, the recent update to Google’s algorithm, is a determined effort by Google to support quality content and a satisfying user experience. It is a slap to content farms and sites that treat grammar and editorial relevance with disrespect! Bobbi Mahlab Managing Director Mahlab Media What is the value proposition for custom publishing? A custom publication is the most cost effective way to truly engage customers with a brand. An effective custom publication will be editorially strong and highly regarded. If executed successfully it will build brand affinity and loyalty. Unlike consumer media, by removing the clutter of competing advertising messages, a client’s brand stands front and centre. The client has complete control over the editorial environment and brand message but, more importantly, can build a direct relationship with their customer in a way that cannot be replicated in other media. What type of multi-platform executions are currently working well for clients? The most effective form of cross media integration is through custom apps we develop for the iPad. Delivering a deeply immersive product in a format that is accessible to a wider audience, and on a platform that is truly transformational. As the installed base grows this medium will become more important. How do clients measure the effectiveness of custom publications? Are clients specifying particular metrics? Generally clients do not specify metrics. The way we measure effectiveness depends on the focus of the publication. It may be through response to reader surveys, uplift in sales, repeat purchase behaviour, referrals, competition entries, brand awareness measures, social media interaction, foot traffic through a retail centre, just to highlight a few... any or all of these could be used. Is integration with digital executions increasingly demanded/expected by clients? It is a consideration for most clients, however it is not the dominant concern. Clients understand that, particularly in custom, the strength of a printed product cannot be underestimated. This is particularly the case where a magazine is produced as a reward/ recognition medium. Rewards need to be tangible. Digital executions are a wonderful way to extend the reach of a custom publication and increasingly this will become a preferred way to deliver content, originally developed for a printed product, to a wider audience. Of course digital executions also provide the opportunity to augment original content and engage with the customer in new and exciting ways; expanded editorial, video, social media integration, ‘in-app’ transactions, location aware content and so on. David McDonough GM News Custom Publishing p58-59,61_customMags.indd 59 28/11/11 2:10:37 PM
MT Resource Guide 2011
MT Resource Guide 2012