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Media Intelligence : MT Resource Guide 2012
What are the major selling propositions of the magazine? Published every two months for the mining companies, MLLM (Mining Life & Living Magazine) reaches a niche audience – mine management and employees – that is one of the highest paid in Australia. A direct marketing source, it allows resource industry suppliers to promote their products effectively. MLLM is distributed direct to mine sites in Queensland, New South Wales and Western Australia as well in the major airports catering extensively to the fly-in/fly-out charters. Starting out with 400 copies, the magazine now has a total print run of 12,000. In addition Inflight Publishing organises mining expos – one is being organised in Cairns for October where the magazine will be distributed, with added distribution into the PNG markets as well as Papua, Irian Jaya, Kalamantan, and Balkpapan. The industry utilizes the publication for educating their employees in a healthier lifestyle. We have firmly established MLLM as an invaluable source of information and entertainment to the mining and resource industry, with editorial that is relevant to their health, wellbeing and personal relationships. Reader engagement is promoted by encouraging feedback of their thoughts, ideas and opinions. Also encouraging this is the Facebook page linked to the title. What is its online position? MLLM is available online as an e-mag. Individual issues are marketed extensively through direct links to potential advertisers, mine sites, libraries and Government Departments. By offering MLLM as a complete magazine online, the publication is accessible to a wider audience – including those not working within the resource industry. Additionally, it gives our advertisers a wider presence to a much wider audience. Recently our e-newsletter was launched (March 2012) which has been met with great interest by advertisers as well as readers – now going out to 18,000. Most importantly, in addition to the magazine, we’re also aiming for this to become a valuable resource as well as keeping our clients up to date with what’s planned for future issues. How is it monetised? We monetise the magazine’s online presence through ‘value adding’: Clients have the option of having their product or service mentioned via any one or all of our portals, for a small fee, thereby increasing their exposure and creating brand awareness for their business. Magazine Mining More advertising Launched by Inflight Publishing in mid 2011, Mining Life and Living Magazine has rapidly increased its distribution from four mine sites for its first edition to over 52 mines now. Publisher Patrick McElligott speaks to Media Titles. case study Case Study custom magazines “We monetise the magazine’s online presence through ‘value adding’.” – Patrick McElligott, Inflight Publishing, Publisher 47 p47 CS_inflignt_.indd 47 11/6/12 12:10:18 AM
Media Trends+Strategy 2012
MT Resource Guide 2013