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Media Intelligence : MT Resource Guide 2012
custom publishing 44 MediaTitles DaviD Kettle Director Globe Publishing How does custom publishing effectively exploit the integrated media process? The NETT brand remains a classic example of a truly integrated custom media platform. Content is created specifically for each brand media channel, whether that be magazine, website, email newsletter or EDM. One editorial feature takes on multiple formats, specific for its channel, whilst complementing the other incarnations of the story, without undermining them. The result is the reader controls when and how they choose to consume our content, therefore remaining engaged with our brand. What is custom publishing’s value proposition for prospective clients? Its value proposition is effective engagement with their customers. In today’s highly fragmented media landscape, an integrated custom communications platform will allow clients to build a deep meaningful relationship with their customers. The relevance of the content, whether via print or digital channels, can be used to ensure high readership levels and facilitates building brand loyalty like few other media. What metrics are clients asking for? The traditional print metrics are still heavily in use, ie our clients continue to measure the value in product or service sales being generated via the custom communications. Some clients also invest in measuring the softer, less tangible KPIs. With the explosion of digital communications we are also able to provide clients with quicker and deeper levels of feedback on reader engagement. integrated platforms improve relationships BoBBi MahlaB Managing Director Mahlab Media What is custom publishing’s value proposition for prospective clients? In its simplest state, custom publishing gives clients time and attention with their customers and the opportunity to extend their relationship with them. The Publishers Australia research conducted last year showed that readers of custom magazines spend, on average, around 40 minutes reading the magazine. Importantly, 64% of readers say they talked to someone about the brand, product or service as a result of reading the magazine. That is quality time and quality interaction. What metrics are clients asking for? We proactively provide metrics to our clients and constantly review performance of digital and print assets. This includes regularly providing clients with detailed reports on website, e-newsletter, social media, apps, and digital magazine assets and, importantly, trending these over time. Interestingly, the demand for metrics other than traditional reader research, subscription sales, advertising revenue and basic e-news open rates is not being led by our clients but rather by us and what we believe is good publishing practice. How have new media channels affected custom publishing? Multi-channel publishing is the norm these days. It’s rare to have a strategy discussion with a client or brand about custom publishing or content marketing that doesn’t have a digital component. Custom publishing is all about delivering great content to where your audience(s) are. Recent research from the APA in the UK shows that digital will overtake print as the dominant channel for custom publishing by 2013. Proactively providing metrics executive outlook Fiona harDie Managing Director Hardie Grant Magazines How does custom publishing effectively exploit the integrated media process? In some instances clients are shifting from print to digital. For example Austrade used to publish a quarterly print magazine and has now moved to a monthly app. But mostly clients are integrating print and digital, in our experience usually magazines and EDMs. Clients are still tending to leave significant website strategy and management to digital agencies or internal technical departments. However this is shifting as clients are starting to recognise the benefits of real integration, appreciate that the strategic insights and communication skills custom publishers bring to print applies equally to digital communications. How have new media channels affected custom publishing? Interestingly when there’s such a lot of talk about digital replacing print, on the whole our clients are very committed to print, even when we’re talking huge print runs: we’ve just mailed over one million copies of one of our magazines, as a key component of our client’s re-branding and communications strategy. And we have another print run of over a quarter of a million for insertion in a range of targeted print magazines. Similarly, while travel is a sector in which digital media has improved the planning and booking experience, there continues to be a great demand for tourism guides and maps which also serve tourism providers well through the proven success of print advertising and coupons. Print runs of the Official Visitor Guides that we publish for Destination NSW continue to increase. Demand for large print runs p44-45 customExcOut.indd 44 12/6/12 4:02:28 PM
Media Trends+Strategy 2012
MT Resource Guide 2013