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Media Intelligence : MT Resource Guide 2012
MediaTitles 45 Fergus stoDDart Director Edge Media How have new media channels affected custom publishing? They’ve forced us to be a lot more disciplined in the strategy work upfront, when we’re looking at content marketing. As people are consuming media across so many channels, we’ve got to work that much harder to understand each particular audience’s media consumption habits and understand which channel is the most effective. With so many channels, it’s making sure the systems and processes are in place so you can efficiently re-purpose that content and publish it across all those channels at a cost that is still effective for the client. How does custom publishing effectively exploit the integrated media process? I think it’s a huge opportunity for our industry. In all these new channels, especially social, the content is the glue that makes an effective social media campaign or strategy, so it’s a matter of using all our traditional editorial skills to work effectively in those channels. So social media, search as well – we’re in the strongest position of any type of agency to exploit this noisy channel trend. Consumers want to receive something of value and obviously editorial content is one. What is custom publishing’s value proposition for prospective clients? It’s about providing a platform for conversation and for understanding your clients better through that conversation and through that engagement. We have a strong role in both, and in using content to drive that relationship and that engagement. strong position to exploit noisy channels DaviD Collett CEO Roxby Media How does client publishing capitalise on the integrated media process? It’s absolutely ideal for custom publishing because you can tailor your digital publishing application exactly to your audience and your clients so you don’t have to have a whole magazine – you can just take the best parts, the most interactive components: for example, our Naturally Australia digital app – which has only been out since early April – is an interactive digital application: every time you read it, you find a new gizmo. Clients, advertisers are constrained by the issue of distribution in print runs but new technologies can address this. Another example we’re working on is a Korean campaign – we’ll have a digital application that will be given to 261,000 Korean companies through a single email. This campaign uses an interactive format to reach all these 261,000 companies as opposed to having to download a whole magazine off the internet: it’ll be right there in the palm of their hands, with their iPad or Android. Which developing new media channels are you focusing on? Video-streaming, which provides a record of information that people can access on-going, that’s free. Naturally Australia, the publication for the Complementary Healthcare Council utilises a range of these – video-streaming, social media and digital broadcasting. The Roxby Digital Newsroom delivers info on such custom projects. We’ll be doing a broadcast once a month so, without having to spam people, they visit the site knowing a newsroom will provide info – a digital format which tells a message through a person as opposed to a video. One of our clients, Blackmores, has 300,000 on their database. video-streaming extends offer DaviD McDonough General Manager News Custom Publishing What is custom publishing’s value proposition for prospective clients? Custom media’s greatest strength is in creating a relationship between the company and the customer. Communicating the client company’s brand values and building meaningful touchpoints with customers is an extremely powerful strategy. Successful marketers will see beyond the allure of an immediate financial return from a custom publication to ask ‘how will a custom communication strategy build my brand?’. There is no doubt that the most efficient way to grow sales is through increasing existing customer spend, not chasing after new customers. So we see a transition from above the line to below the line marketing strategies of which custom is a key component. Custom media can directly influence customer satisfaction, increase repeat business and word of mouth recommendations, and positively affect the average in-store spend. Custom can also ‘change the game’ for brands competing only on price – helping them break out of the discount cycle, to create an added value relationship that leads to higher margins. That is where the real value lies. What’s the effect of new media channels? They give us more opportunity than ever before. Our job in custom is to create content that supports the brand, adds value to the customer experience and delivers benefits to the reader and the business. We care about the delivery medium only insofar as we tailor the content to the medium. Custom is truly platform independent. Custom is platform independent p44-45 customExcOut.indd 45 12/6/12 4:02:31 PM
Media Trends+Strategy 2012
MT Resource Guide 2013