by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Media Intelligence : MT Resource Guide 2012
What are some of the major selling propositions of the magazine pitched to advertising decision makers? Being the official publication of the Mortgage & Finance Association of Australia (MFAA), Mortgage & Finance Brief provides the most trusted source of advice on legal and business challenges. A contrast to competitor titles is that Mortgage & Finance Brief provides more than just an analysis of a problem; it also shows how MFAA advocacy is working towards a solution. From an advertiser’s point of view, mortgage brokers are an attractive market of high net worth professionals. The readers are mostly small business owners who help consumers choose and apply for a home or business loan. They are mostly male and have an average age of 46 years old, with an average income over $100K. What sets Mortgage & Finance Brief apart from competitor titles? The main point of difference is the credibility of being backed by the MFAA. This also feeds into the editorial strategy. Other mortgage broker titles tend to focus on CEOs and managers. Mortgage & Finance Brief puts in the extra effort to uncover inspirational stories of everyday brokers with whom readers can truly relate. In terms of design, Mortgage & Finance Brief’s strengths lie in the creative photography and thoughtful pacing. Stories often deal with complex legislation and theoretical concepts, however the editorial and design ensure that the focus always remains firmly on practical advice for brokers affected by the issues discussed. Devices such as infographics are used to highlight key numbers and help break down complex issues. How do you measure the effectiveness of the magazine? For the print edition, effectiveness is mainly measured through reader surveys. The latest survey showed that 91% of readers agree or strongly agree that the content is interesting and relevant. On average, more than an hour is spent reading each issue. The e-newsletter and e-zine is measured by analysing data including delivery rates, open rates and click-through rates. We also closely monitor the most popular stories so we can continuously improve the content, and pay extra close attention to the subject lines – the ‘make or break’ of any e-newsletter. What is its online position and how is it monetised? We recognise that a print publication is no longer enough. Advertisers are looking for multiple touchpoints with their target market. With this in mind, we sell advertising packages across three channels: the print and digital editions of Mortgage & Finance Brief, and the e-newsletter. A mAtter of trust In a crowded market, readers and advertisers choose Mortgage & Finance Brief based on the credibility of its advice and connection with the everyday mortgage broker. Mahlab Media MD Bobbi Mahlab talks to Media Titles. “We recognise that a print publication is no longer enough. Advertisers are looking for multiple touchpoints with their target market.” – Bobbi Mahlab, Mahlab Media, Managing Director case study Case Study custom magazines Fast Facts Title: Mortgage & Finance Brief Medium: Printed bi-monthly magazine plus e-zine and fortnightly e-newsletter Client: Mortgage & Finance Association of Australia (MFAA) Distribution: Bi-monthly to 11,181 mortgage professionals in Australia* AwArDs: runner up: Best Relaunch of the Year – Publishers Australia Awards 2011 shortlisted: Best Membership Title – International Content Marketing Awards 2011 *Circulations Audit Board, Average net distribution October 2011 – March 2012 79 p79 CS_marlabMedia.indd 79 11/6/12 12:48:37 AM
Media Trends+Strategy 2012
MT Resource Guide 2013