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Media Intelligence : MT Resource Guide 2012
MediaTitles 23 won awards for design and content and had more than 500,000 downloads. In addition there’s been a real jump in mobile traffic to Fairfax’s lifestyle sites. “We’ve seen a significant increase in mobile traffic in the last 12 months. All of our products will be moving into mobile – there’s an app strategy and there’s a mobile strategy. We’ve got a pretty aggressive road map,” Fairfax Metro Media General Manager, Women and Lifestyle Melina Cruickshank says. “One of our brands – The Vine – has 20% of its audience now coming in via mobile. It’s probably the year of the mobile in terms of all of our publishing because we’re seeing so much usage that way.” ACP Magazines’ over 45 titles have iPad apps but they’re starting to ensure they all have media-rich capability. Those with media rich capability at present include the Women’s Weekly, Gourmet Traveller, Myer Emporium, Qantas, and new magazine TechLife. “At this point in time, Gourmet Traveller is selling about 5% of its total circ in iPad apps,” Barrett reports. “A recent newspoll for Australian Women’s Weekly revealed that 42% of all Australian women over the age of 18 are being touched in a calendar month in some way, shape or form by the Women’s Weekly brand – whether that’s them buying the app, the print form, a licensed product, cookbooks, or going to the website.” Another approach to enhancing the print offer is the popular route of offering digital editions, often easily accessible on digital newsstand Zinio. “ They’re currently priced similar to the magazines on a subscription basis but have enhanced video and galleries,” says Zavecz of Pacific’s stable. Opportunities through digital content arrive in a different manner at Universal Publishing. Its WellBeing titles have been repackaged and sold in digital editions that don’t even exist in print here in Australia, says Publisher Janice Williams. ”So our content has definitely opened up overseas markets for our brand.“ Furthermore, she explains: “By exposing our content through aggregators such as Google News we have also won new audience, new customers, and new business opportunities. In the online world, non-media consumer brands simply have to generate content to survive, so today we find ourselves in the position of generating Better Homes & Gardens: leading the reader from a two-dimensional to a 3D digital experience. “It’s probably the year of the mobile in terms of all of our publishing because we’re seeing so much usage that way.” – Melina Cr uickshank Fairfax Metro Media General Manager, Women & Lifestyle p22-23,27 conFea.indd 23 11/6/12 2:25:46 PM
Media Trends+Strategy 2012
MT Resource Guide 2013