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Media Intelligence : MT Resource Guide 2012
What are some of the major selling propositions of Architecture Australia? Presenting independent reviews of exemplary projects, opinion and news, it is the national magazine of the Australian Institute of Architects and is the first choice – and most-read – architecture title in the market. What research/measurement does this title offer media buyers? Independent research consistently places Architecture Australia (AA) readership far ahead of our design publishing competition. Sweeney research has found the response to the question always read/often read by registered architects was 72% for AA, whilst competitors were: Architectural Review Australia 31%; Monuments 21%; InDesign Magazine 10%. In addition none of our design magazine competitors are audited, which gives us a definite advantage. The latest audited circulation figure was 15,396 (CAB 30 Sept 2011). In addition we’ve got digital distribution now through Zinio which works beautifully on the iPad. We’ve made the text-only option available– an added incentive to read the magazine on an iPhone or iPad. AA also has a Facebook presence and its own Twitter feed, as does Architectureau.com. Can you elaborate on the role of Architectureau.com and its appeal to advertisers? This site covers architecture, interiors and landscape and we have been developing it: Since launching on November 1 last year, Architectureau.com is getting plenty of visitors and we’re ahead of what we budgeted for in terms of advertising revenue for this FY. Statistics for Architectureau.com for the month of May from Google Analytics reveal: 46,226 Visits; 31,155 Unique Visitors: and 235,823 Pageviews: (up from March’s figure of 168,000) – that’s great value for an advertiser. How is it being promoted? We have the content but also had the ability to deliver to the audience that’s interested in it: because of our connection with the Institute of Architects, we have an email list of over 35,000 recipients. Architectureau.com has weekly newsletters which goes out to this massive list as well as to all our magazine subscribers. We tend to focus on promoting our websites – architectureau.com and selector.com – and their newsletters at events more than our magazines as the latter are already well known. And now we have a lot of ad inventory – on each page there is a leader board and three other large ads and the advertising is increasing over time. In terms of promotion, for example, we have no trouble selling the cover for Architectural Product News – our most successful magazine but for the June issue we decided to take it ourselves: it has Architectureau.com being promoted so that’s how important we think it is – we’ll spend money on something we have no trouble selling. We believe in our magazines. Designs on the Digital era Going back to 1904 as the first journal of the Institute of Architects, the lineage of Architecture Australia is now expanding into the digital space. Architecture Media MD Ian Close elaborates. “We’ve made the text-only option available – an added incentive to read the magazine on an iPhone or iPad..” – Ian Close, Architecture Media MD case study Case Study B2B magazines 41 p41 CS_archAust_.indd 41 11/6/12 12:03:04 AM
Media Trends+Strategy 2012
MT Resource Guide 2013