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Media Intelligence : MT Resource Guide 2012
Stll maintaining its place as the second fastest growing marketng medium afer internet advertsing, Custom Publishing contnues to be a global marketng success story in building and expanding brand presence, according to the Associaton of Publishing Agencies (APA), the UK representatve body for custom publishing. It found that custom magazine readers “are more likely to hold positive views on the brand – incredibly valuable in a world where advocacy and word of mouth play a significant role in a brand’s success.” News Custom Publishing General Manager David McDonough concurs: “Our job in custom is to create content that supports the brand, adds value to the customer experience and delivers benefts to the reader and the business.” Indeed, last year’s Publishers Australia research revealed that 75% of custom magazine readers say that they notce advertsing in the magazines while 64% say they talked to someone about the brand, product or service. Compelling facts to emerge from the Australian Custom Report is that 91% of readers know and understand that a custom magazine is a promotonal tool for that brand or organisaton and they're read for an invaluable 39.7 minutes in this country. The APA further found that 47% of readers are more likely to purchase products featured in a custom magazine than in any other type of marketng or advertsing and that custom magazines increase brand loyalty by 32%. As well as a good targeted reach, they can deliver massive numbers, observes Engage Media Director Mark Brown. “That’s becoming harder for newsstand ttles as they become more niche. Of the top 10 magazines in the UK market, more than half are custom ttles.” Such large numbers are exemplifed by Hardie Grant Magazines MD Fiona Hardie referencing some large print runs done recently for clients: “We’ve just mailed over one million copies of one of our magazines, as a key component of our client’s re-branding and communicatons strategy. And we have another print run of over a quarter of a million for inserton in a range of targeted print magazines.” Going further afeld to take advantage of opportunites is another directon that has been taken, including crossing the ditch. “New Zealand is grossly neglected in regards to custom publishing,” Infight Publishing Director Patrick McElligot observes. Infight Publishing is launching two magazines in New Zealand later this year. Survey trends indicate that print will contnue to be a sizeable component in overall spend well into the future though it will relinquish its dominant role in the next few years: The US Custom Content Council reported on its latest US study profling its custom publishing market in late April. According to Characteristcs Study: A Look at the Volume and Type of Content Marketng in America for 2012, “While print declined from 91% to 83% in three years, email went from 66% to 71% and video rose from 37% to 52%. ACP Custom Media GM Sally Wright believes branded video is also growing in Australia. “That’s an area that we’re working with strategic partners to deliver for our clients. We do video on the Myer iPad app, where we might do, for example, a behind-the- scenes of a partcular fashion shoot so it’s a deeper engagement for readers when they go into the iPad app: they’ll get richer content beyond what was in the magazine. “We had a few advertsers who invested in the Qantas The Australian Way iPad app and they’ve had an amazing response to people clicking through and watching the video.” (Qantas The Australian Way magazine won PA’s Custom Magazine of the Year 2011.) “Content custom publishing agencies are in such a powerful Custom publications are taking advantage of digital offers and consolidating print media to increase brand presence as well as sales. custom publishing "Digital publications record everything about the readers' experience: what they read and how much time they spend on each story, and how often they go back to the publication." -- Bobbi Mahlab Managing Director, Mahlab Media Success has become a custom
Media Trends+Strategy 2012
MT Resource Guide 2013