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Media Intelligence : MT Resource Guide 2012
ABA CEO comment In 1932, Australian print media was in turmoil. Persistent allegatons of improper circulaton practces were plaguing publishers as they batled with cinema and the emerging ‘wireless’ radio mediums for a share of the burgeoning ad pie. Add to this a severe economic depression with a natonal unemployment rate of 29% and we could have easily been looking back at the era struggling to fnd news sources to work out what happened. Instead, we witnessed true leadership from an industry under fre in the form of a tripartte community of advertsers, media buyers and publishers taking control of its own destny and working together to solve these crippling issues through transparency and accountability. The approach was simple. Commitment through visible acton would build trust and, with trust, confdence would be restored. The impact was immediate and the outcomes profound, allowing print to thrive and dominate the media landscape for years to come. The ‘Trust Equaton’, which is embodied in the reportng of the ABC’s Average Net Paid Sales and the CAB’s Average Net Distributon metrics, delivers confdence and assurance in the buying and selling of print media advertsing. The lifeblood of print media, advertsing sales have provided the funding for the editorial departments and news rooms, which have kept us informed and entertained for the last 80 years. It’s 2012 and nothing much has changed. Technology may be moving at break-neck speeds, but we are just as hungry for our news and entertainment as we have ever been. The diference is that we now have a multtude of optons available to us when it comes to accessing this much-desired content. Tablets, smartphones, computers, and even our beloved television, all ofer access points for us to consume content in a variety of forms, such as text, images, audio and video, from the same trusted mastheads we previously consumed solely in print. With so many choices on ofer today, consumpton of this content through a printed newspaper or magazine may be a mere fracton of the overall appeal. As a result, traditonal publishing models are being overturned as ideologies are challenged over new approaches to building audiences through compelling content and, equally as important, engaging devices. On the other side of the equaton, consumers, who are now confronted by a plethora of optons, are reassessing the value they atribute to the content they were previously happy to pay a cover price, or even pay a subscripton, for. The challenge faced by both the ABC and CAB is to build on the reportng framework that has evolved to defne print and provide the impetus for emerging publishing models to grow and thrive, without stfing innovaton, nor interfering in the resetng of the value propositon for published content. The recogniton that the true medium is masthead branded text and images, consumed across many touchpoints, provides the springboard for an expanded, layered reportng framework – a reportng framework that delivers the same transparency to digital as currently exists in print – and an opportunity to report a unique, de-duplicated positon of a masthead’s consumpton across all its access points. A reportng framework that is created through the proven and unique tripartte structure provided by the ABC and CAB and the all important ‘Trust Equaton’ that this structure delivers. We look forward to the next 80 years. MediaTitles 57 Tr ust Equation "The recognition that the true medium is masthead branded text and images, consumed across many touchpoints, provides the springboard for an expanded, layered reporting framework." -- Paul Dovas CEO, ABA The
Media Trends+Strategy 2012
MT Resource Guide 2013