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Media Intelligence : MT Resource Guide 2012
MediaTitles 39 naTHan luck Group Publisher Retail Media What concerns you the most about the changing face of your media niche? In recent times many print titles have succumbed to the natural attrition of alternative platforms, which present their own set of unique challenges. The other key concern is the penny for pound equation which is in the value of digital advertising versus the traditional print platform. We are currently experiencing a value ratio of between 10% and 20% for our digital advertising opportunities compared to our print products. What other cross-platforms support your titles and where do you see the growth? We are in the process of completely overhauling our website, which will facilitate a teaser strategy to support the main game, an expansive archive to drive traffic and build loyalty, marketing initiatives and speed-to-market capabilities. We also have weekly EDMs that enable us to service our readership with fresh, topical content and we are developing tablet compatibility to give subscribers options on how and when they digest their information. How has Retail Media responded to the changing demand of media communications? The nature of our respective channels’ more senior demographic insulates Retail Media’s print titles to a certain degree, however those who choose to ignore the market’s growing desire to consume content via alternative platforms do so at their peril. penny for pound in digital versus print ian close MD Architecture Media How has Architecture Media responded to changing media demands? All of our design magazines now have digital editions on Zinio – Architecture Australia, Houses, Artichoke and Landscape Architecture Australia. We’re developing digital properties – we launched architectureau.com on November 1: we’re putting our effort into this site which covers not just the remit of Architecture Australia, but also Houses, Artichoke and Landscape Architecture Australia, so it covers architecture, interiors and landscape. We’ve been very fortunate in that we’ve got a fantastic email list of over 35,000 recipients thanks to the fact that we’re tied up with the Institute of Architects. We’ve had the content but we’ve also had the ability to deliver to the audience that’s interested in the content. We’re looking off a low base – around 30-40% growth in advertising revenue for our websites but they don’t come anywhere close to the profitability of our magazines at this stage. The magazine that has the greatest consumer appeal – Houses magazine – we’re planning for an iPad app by June. We’re not expecting that this will be revenue-positive any time soon, we just have to be part of the future. What other cross-platforms support your titles and where do you see the growth? We’ve taken to events in the last couple of years with success. Now we’re involved in three award programs which are pretty major. We see events definitely as areas of growth because there’s a lot of demand for them. At present they’re more of promotional value but we’re aiming to make them effective as profit centres for the company. apps are the future alex WHiTlock Group Publisher Sterling Publishing What other cross-platforms support your titles and where do you see the growth? Vertical integration, or brand extensions, across all our products have been the backbone to our growth, and will continue to be so. We view ourselves as a distribution business; we distribute content to readers across a range of platforms. This includes print products but also the web, broadcast, tablets, events, webinars/webisodes and social networking. Central to our success has been our ability to build focused distribution channels. What research/measurement do your titles offer advertisers? We provide our advertisers with CAB data across our print and online products. The CAB’s online audits deliver a greater depth of analysis than print and this has been a valuable tool for Sterling to not only provide reliable data to clients but to also compare apples with apples with competing titles that are measured in the same manner. We also conduct readership surveys however they are increasingly geared to keeping us informed on what our readers think and need, which is valuable for our clients. What concerns you the most about the changing face of your media niche? The media is changing faster today than it ever has in my 15 years in the industry, and I have never seen a greater time of opportunity for niche publishers. While the channels that we use to connect with our audiences are changing our core proposition remains the same: to deliver engaging, accurate and timely content. opportunities for niche publishers p38-39 b2bExcOut.indd 39 11/6/12 2:50:10 PM
Media Trends+Strategy 2012
MT Resource Guide 2013