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Media Intelligence : MT Resource Guide 2012
position to exploit all these different channels” observes Edge Media Director, Fergus Stoddart “because it’s the content that brands require to communicate down all these different channels.” New media channels give custom publishing a greater reach says Roxby Media CEO David Collett. New channels are certainly helping growth Brown finds. For Investec, Engage Media was originally doing just a printed magazine. “Now we produce content for the website and for other publications that we don’t publish,” he says. So it appears that producing custom content has a number of interesting spin-off opportunities. Clients still often experiment, trying their hand at publishing but discover a publisher’s expertise is needed, says Inflight Publishing’s McElligott. The airline business for example, especially regional airlines which are starting to grow again. “ There’s a serious demand for regional airlines to have a go at it themselves and then they realize they can’t do it and they come back and ask if we can do the magazine for them.” Brown also finds that to be the case. “Sometimes we produce content for clients that we do a magazine for, then we’re also asked to do more and more of their digital content. “Clients are recognizing our skills set and exposing us to different parts of their business such as their online content and email marketing campaigns. Now it’s become a key part of their business strategy as they understand how their search rankings work and not just talking to their current customers but also using content to engage with people when they’re first researching a topic.” He also notes the arising of other agencies offering similar services to custom publishers. “It’s an interesting time for us, as these other agencies launch: called content agencies and web development agencies they try to produce content – something we’ve been doing for 20 odd years in custom publishing magazines; it’s the same skills set – developing content that connects an organization or a company with its audience.” There’s a real skill and art in relation to editing and curating quality content from quality journalists that delivers their brand values and also engages and delights their customers, says ACP Custom Media’s Wright. “My recommendation to media agencies is it’s worth speaking to content experts to come up with a strategy which then leverages that content. “When we launched the Qantas Travel Insider site, it received around 50,000 page impressions and, as the content has grown for Qantas, the average page impressions per month have been 400,000 – 500,000.” And for example, when a person goes into a Myer store, they scan their magazine and their MYER one card, and every sale after that person has received the magazine is tracked. As a result Myer can measure the spend of a person who receives the magazine versus a MYER one member who hadn’t received the magazine. “ There’s a clear overall ROI for Myer but page by page, even from an advertiser’s perspective, we can measure the uplift in sales as a result of the advertiser’s investment or, from Myer’s perspective, as a result of the editorial.” In a recent issue it had a 24 page men’s feature to drive the men’s category. “ There was a coupon in that section which scanned amazingly well – in excess of $1m as a result of that one promotion. So it’s interesting the power of magazines, how they engage and how they can drive sales,” says Wright. “So people say to me, ‘magazines are dead’ but then I get results like this – they’re far from dead: the deep engagement customers have with quality custom magazines that actually deliver, not just brand, but really engage with their customer because they’re actually giving them the inspiring information that they need, will actually end up delivering the results.“ “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.” – Sally Wright General Manager, ACP Custom Media MediaTitles 43 According to a recent Australian tablet study by local technology analyst firm Telsyte, 2.6 million Australians are now using tablets. The study found over 1.4 million tablets were sold in Australia in 2011, an annual growth rate of more than 330% – creating unprecedented opportunities for publishers that are delivering their content via apps. One of the B2B publishers taking up such opportunities is ACP Custom Media, which launched the Qantas The Australian Way magazine on the iPad app in March. This app, which comes out monthly like the magazine, has been phenomenally successful. “The downloads on the launch issue were 30,000 over one month,” reports ACP Custom Media GM Sally Wright, “I think downloads will settle to 10,000 – 15,000 per issue.” However as far as advertising, ACP’s custom titles apps are different to its consumer magazines, where all magazine ads are carried over into the app – which is really done for audit purposes. “We don’t have any advertising except for those who pay to go on the app so there’s quite a lot of cut-through for advertisers,” Wright reveals. ScreenS Strong touch on growth p42-43 cusFea.indd 43 12/6/12 3:55:04 PM
Media Trends+Strategy 2012
MT Resource Guide 2013