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Media Intelligence : MT Resource Guide 2012
What’s the background of the magazine? A magazine of ideas, science, society and the future Cosmos was founded in 2005 by science journalist Wilson da Silva, a former ABC TV science reporter, Melbourne neuroscientist and entrepreneur Dr Alan Finkel along with myself. Produced in Australia for a global audience, it’s published as a print magazine and as a browser edition. Having taken out an unprecedented 45 awards, including – in Australia, Magazine of the Year in 2009 and 2006, and twice Editor of the Year, at the Publishers Australia Excellence Awards as well as the City of Sydney Lord Mayor’s Sustainability Award, it’s also won the American Institute of Physics Science Writing Award, and the Reuters/ IUCN Award for Excellence in Environmental Journalism. What are its major selling propositions? While accessible and engaging to read, it is also internationally respected, attracting high-profile writers such as Stephen Hawking, Tim Flannery, Steven Pinker, Richard Dawkins and Oliver Sacks. It is backed by an Editorial Board that includes Apollo 11 astronaut Buzz Aldrin and best- selling scientist and author Paul Davies. Cosmos’s audited print circulation is 22,427, and the website attracts 2.5 million page impressions and 300,000 unique browsers a month while the e-newsletter has 25,000 weekly readers. What platforms is the brand across? Readers receive Cosmos in print; digitally via an especially- designed browser edition using Realview; interact with content on their iPad; read daily news and bonus original content on the website; or stay up- to-date by reading the weekly e-newsletter Cosmos Update, Facebook (76,000 fans) or Twitter (4,200 followers). An iPad edition will be launched in June offering a multitude of interactivity, with a mobile edition of the website to follow, and later a smartphone app. We have also developed innovative product extensions aimed at undergraduate and postgrad science students, and developed a range of education content based on the magazine that now reaches 65% of Australian high schools. More recently we have established events, our most recent in Sydney drawing an audience of almost 1,500. How do you measure the effectiveness of these platforms? The success of our print edition is measured by copy sales and readership. In a tough market, Cosmos has managed to maintain copy sales (CAB audited) and increase readership by 12.6% (Roy Morgan March 2012). Since the launch of our digital edition in September 2010, more than 30% of education subscribers have upgraded their package to include both print and digital access. A StellAr performer Featuring such esteemed writers as Stephen Hawking and Tim Flannery and an Editorial Board that includes Apollo 11 astronaut Buzz Aldrin, no wonder Cosmos has collected 45 awards. Publisher/CEO Kylie Ahern elaborates. case study Case Study B2B magazines “The website attracts 2.5 million page impressions and 300,000 unique browsers a month while the e-newsletter has 25,000 weekly readers.” – Kylie Ahern, Cosmos Media, Publisher/CEO 77 p77 CS_cosmos.indd 77 11/6/12 12:46:54 AM
Media Trends+Strategy 2012
MT Resource Guide 2013