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Media Intelligence : MT Resource Guide 2012
features Print brands seize digital opportunity Publishers address new platforms and demands Cautious growth in Ad Spend predicted The trust equation Advertisers, media buyers & publishers working together Iwas thumbing through the pages of our inaugural issue of Media Titles in which a forum made up of publishing and advertising agency luminaries debated advertising choice within various sectors of the print media with the digital element merely represented by websites and digital newsletters. The measurement criteria was simple and minimal choice easily bracketed into the B2B or retail Consumer sectors. That was less than a decade ago and in this time we have witnessed a massive revolution, none more so than with the great game changers, the iPad and the smart phone. Media options abound and print, in particular, have various platforms to distribute content and engage a wide audience of readers. What is certain in these days of economic uncertainty and international unrest is that news and information will continue to attract engagement, and the imparting of this information through print, digital and event platforms afford significant opportunity to develop profitable business models. This issue shares insight and case studies of success. It conveys views and ideas from those who are working with new media products as well as those who find the traditional model still provides value and profitable returns. An example of delivering quality content is the Accountability in Ad Spend mini conference outlined on page 71. This Conference will bring media buyers, advertisers, marketers and publishers together to share the wisdom of top line speakers and panels who will discuss winning formulas and initiatives in a tricky market. Underwritten by the Audit Bureaux of Australia, the conference aims to support all sectors embraced by their membership to gain relevant information from those at the coalface of change. Their contributions will add value to enterprise decision-making moving forward and shouldn’t be missed. We have received great support for this issue from those who contributed their insight as well as from those who support this initiative through their financial involvement, especially in these tough economic times. Your support for them will be the reward. I trust you gain some gold nuggets of wisdom from this year’s edition. John Blondin Publisher/Editorial Director c o n t e n t s “Social media and events are increasingly popular, proving to be opportunities for consumers to touch and interact with the brands and editors.” “In a market where customers are demanding quick responses and changing messages regularly, their speed to the market is vital.” “ We want to incentivise people to access our journalism in different forms, while acknowledging some will prefer solely print, or solely digital.” Paul dovas CEO ABA louise Barrett Sales Director ACP Magazines Kim williams CEO News Limited Brett clegg CEO and Publisher Financial Review Group 14 SPOILT FOR CHOICE 57 “ Print has been always a strong medium. It is particularly good at communicating detail and convincing people of something using rational persuasion.” mat Baxter Chief Executive Universal McCann 2007/08edition If online click here to view 2009/10edition If online click here to view media trends+strategy 2009/10 intelligence financialyeareditionz $14.95 view online edition at www.mediabiznet.com.au features Technological change levels the playing field Media 2009 – industry leaders comment on “The State of Play” interviews John Sintras CEO, Starcom Megan Clarken MD, Nielsen Online Stuart Mitchell CEO, Mitchell Communication Group Anne Parsons CEO, MediaCom Brian Craighead MD, Prime Digital Media Prem a Perera CEO, Universal Magazines Joe Pollard CEO, ninemsn Richard Freudenstein CEO, News Digital Media David Gardiner CEO, nextmedia Rob Ed ward s CEO, ADMA Brendan Hopkins CEO, APNNews &Media Joan Warner CEO, Commercial Radio Australia ...and over 30 more senior media executives – insight– digital revolution removes the barriers Thedirection of major mediaplatforms in2009 and beyond. cross media packages chase advertising dollars Pick the mix with mediachoice packages across variousmediadisciplines. Free tv harnesses engagement & interaction Governmentlegislationsettoliftthe value andpotentialof the medium. social media oFFers commercial opportunity How tomonetise is the question. out oF home liFts the bar New measurementaims toboostadspend. 2011edition If online click here to view 2007/08edition If online click here to view consumer /// business /// custom /// online mediatitles the advertising an d marketing resource guide 2009/2010 $9 .95*(IncGST) tr i nat i ons&bled i sloecupspec i al playerfeature Battlefor theBledisloe PrintPostApproved-PP224733/00028 s i gnupon li n ef or ourw ee k ly n e ws lette r FREE tri natio ns up for gr aBs fro m thearchive comprehensive lists of publishers and publications incorporating digitaland brandextensions 2009/10edition If online click here to view 2011edition If online click here to view publisher/ editorial director John Blondin managing editor Paula Towers feature writers Jill Park Matt Bruce Ellise Blondin contributing statistics/content IBISWorld NIELSEN Roy Morgan FIPP graphic design Daniel Fung national account manager Agnela Fanatafan video production Dan Sharp mob 0415 743 480 digital production manager Ellise Blondin printed by CaxtonWeb 02 9622 7348 digital emag Realviewdigital 02 9299 1788 distributed by D&D Mailing Services 02 9725 2114 (Syd) 03 9790 5844 (Mel) head office Park house first floor. 5 clovelly St Watsons Bay NSW 2030 australia p: +61 2 9388 7558 f: +61 2 9337 6232 e: email@example.com www.mediatitles.com.au www.mediabiznet.com.au © All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by means electronic, mechanical, photocopying, recording or otherwise, without prior permission in writing to the copyholder. Print Post Approved PP: 255003/07552 published by Media Titles Pty Ltd 2012edition If online click here to view “ The challenge is to build on the reporting framework to define print and provide the impetus for emerging publishing models to grow and survive.” 6 58 Watershed Moment for ABC 68 Mag Tweets – Media Intelligence in very few characters 71 Advertisers, Media Buyers & Publishers Conference 2012 Accountability in Ad Spend supplement digiTAl bACk iSSueS p5 contents.indd 5 14/6/12 3:24:49 PM
Media Trends+Strategy 2012
MT Resource Guide 2013