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Media Intelligence : MT Resource Guide 2012
M ulti-platform extensions mean there’s an array of media options. There’s a lot of talk about a holistic shift in marketing spend around this explosion of vehicles but Next Media CEO David Gardiner believes “all the various platforms are a different form of PR and communication rather than marketing. The engagement levels are very different.” As NewsLifeMedia Group Publisher Lifestyle Mark Kelly explains: “Our audience no longer wants a one-way conversation which was the traditional relationship that a print magazine brand had. They want to participate in the brand dialogue whenever and wherever they choose.” Print products are easily accessed and still really valued by consumers, notes Pacific Magazines Commercial Director Peter Zavecz. To enhance the print offer, Pacific Magazines has been trialling a new ‘hover technology’ called Digimarc, for around four months. “It’s scan off the page without a QR code,” Zavecz explains. “It’s a digital watermark on the page.” This new method of leading the reader from a two-dimensional to a 3D digital experience is embedded in the page or photo and is a less obtrusive method than the black and white QR boxes. Readers can go from a printed experience to a video experience on their mobile devices, enhancing the editorial and also offering advertisers a more engaging way to connect with consumers. “We’ve been running it since January in a number of our titles – in Better Homes & Gardens, Famous and Who. If you have a smart phone, android or an iPhone, you can download the Digimarc app then you can scan off the page. “We’re creating extra added value in the pages of our magazines, Famous and Who. Importantly, for BH&G for example, it’s not what you see on TV, it’s actually created for the magazine so it’s unique content. Most of our magazines will probably take it up and use it when they have the right footage. Advertisers will be taking space and using this technology – it’s adding extra value to their audience involvement.” “If you look at some of the mediums, phone delivery of messages probably skews to the younger audience and the iPad is still a $600 acquisition point so it skews higher to the ABCs that can afford to buy them,” Gardiner points out. “ Yet we’re trialling a couple of iPad apps with our Waves title so we’ve reduced the publication print frequency and are producing three apps this year. It’s surprised us a bit – we’ve had a really good take-up there. It’s got embedded video – you can spin the products around and view the boards or the wetsuits in 360 degrees and I think that is appealing to the younger audience. The challenge is they’re harder to monetise than the older audience; they expect everything for free. We had a really good response on the first one free and the second one will go out with a small price on it to test how strong that appetite is.” Fairfax’s Good Weekend is part of the SMH iPad app which has Cross platform extensions and fully integrated campaigns are increasing audiences and other opportunities for media brands as well as their advertisers. 22 MediaTitles consumer publishing Consuming the latest in digital offers p22-23,27 conFea.indd 22 11/6/12 2:25:36 PM
Media Trends+Strategy 2012
MT Resource Guide 2013