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Media Intelligence : MT Resource Guide 2012
MediaTitles 29 Garry linnell Group Editorial Director, Metro Media Division Fairfax Media Which multi-platforms are you using and how are they being successfully monetised? The best example of this is the integration between Sunday Life and Daily Life now; Sunday Life – with a readership of around 1.4 million appears in the Sunday Herald and the daily Age, that’s instantly linked to the Daily Life site. Sunday Life also goes into the digital/mobile app (part of the SMH mobile app), recently sold as a package which works across Daily Life and in print – it’s not often you get digital and print dual sells. The data from the digital area is so much deeper than what we’ve been able to obtain before: on the people using it; the amount of time they actually spend – particularly on these sections that are lifestyle oriented – Good Living in the SMH and, to an extent, The Epicure in Melbourne – they’re being read and consumed by our digital audience for a lot longer than we thought they were. Which mags are the most successful at taking brands across platforms? Good Weekend is a very popular brand on the iPad app – we’ve had more than 500,000 downloads of the SMH app. What we’re looking at is taking a brand like Good Weekend and entrenching it in the digital space ... we’re looking at a web landing site for it as well. The NY Times Sunday Magazine web site shows what it potentially offers readers and clients. Some of our mobile apps people are paying a lot for, such as the Good Food Guides apps. We’ve been spending quite a bit on re-investing in the NIMs recently to increase the pagination. entrenching brands in the digital space Peter ZavecZ Commercial Director Pacific Magazines Which multi-platforms are you using and how are you monetising them? Across our titles we use TV and digital. We have digital editions on Zinio, they’re currently priced similar to the magazines on a subscription basis, but they do have enhanced video and galleries as well. We also have a new hover technology called Digimarc – it’s scan off the page without a QR code; it’s a digital watermark on the page. We’ve been running it since January in a number of our titles – in Better Homes & Gardens, Famous and Who and we’re now making it available to advertisers so if you have a smart phone, android or an iPhone, you can download the Digimarc app then you can scan off the page. So we have editorial content primarily available. We’ve been running that as a trial now for four months or so now that we’re happy with the digital watermark process, and happy that the videos can be fulfilled, we’re making them available to advertisers. We’re creating extra added value in the pages of our magazines, Famous and Who – it’s those magazines that have digital content available to them. 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 essentially adding extra value to their audience involvement with us. How is circulation affecting revenue? Two thirds of our revenue comes from the consumer so we’re also mindful to monetise it via circulation revenue as well so it’s not just for advertising’s sake, a lot of these brand extensions. About an hour long TV program for BH&G is probably worth 100,000 circulation to us. Digital watermarks enhance print value DaviD GarDiner CEO Next Media Which of your magazines are the most successful across platforms? Surf ’s got some of it; Muscle Car is a very strong execution: it has a showcase event once a year – about 15-20,000 people attend. Its sponsors advertise in the magazine. There’s a program that gets filmed by Channel 7. We’re doing a similar thing with G-Magazine which has the Green Awards later this year. I think clients are looking for more depth in the presentation but it’s got to relate to the content. Which multi-platforms are you using? We’re media partners for around four surf events on the international calendar and, as a result, we do the ASP Guide, in a printed format that attaches to the magazine, a flip book and an app format. The major surf brands come in as sponsors and advertisers to all of those platforms. Programs are also handed out at the events so we’ll send e- newsletters in advance of that, have it on the website, and it also has a flip-book and an app. As we’re trialling apps with our Waves title, we’ve reduced the publication print frequency. We’re producing three apps for it this year. It’s surprised us a bit – we’ve had a really good take-up. Like a lot of these apps, 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 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. Good take-up of apps p28-29 consumerExcOut.indd 29 11/6/12 2:33:05 PM
Media Trends+Strategy 2012
MT Resource Guide 2013