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Media Intelligence : 2008 Intelligence
Specialist magazines – right on target AlanSarkissian, Executive Director of PublishersAustralia says that with more touchpoints on offer, consumers are engaged more than ever with niche and specialist publications . they consuming information from communities in that space now? If so, then it represents an opportunity for publishers to adopt both offline and online models. What is the biggest issue facing the industry at the moment? Demonstrating quality and level of involvement of online and offl ine readership. Awareness that they are seriously engaged media. What eff ect will the increasing interest from private equity fi rms have on niche publishers? I have to agree with the sentiments of small publishers here in that it is good. As investors request information and specifi cs about business, it may open up certain best practices for niche publishers to adopt and start moulding their operations to favour their business. As investment brings fresh money and focus into the space, it will rattle the cage of existing publishing practices allowing new talent to come through. On the other hand, the negative is that we will see sales of titles go to major groups who may rise to market domination. How important is diversifi cation into cross-media platforms for the B2B or specialist publisher? Very important and many are adopting this strategy into their business. However, how soon and how much emphasis online is given, depends on the audience - are they using the digital media to begin with? Are What do media buyers and planners need to knowabout niche and B2B magazines in going forward? They need to pause for a moment to understand the strengths of the media. That niche targeted magazines in the B2B, B2C and custom publishing spaces are truly at the centre of a whole group of media available for advertisers and marketers to communicate with their audiences. More and more they are an essential part of one’s marketing spend because they are able to stand on their own or to be the core around which a multi-platform campaign is planned. The information that decision makers need varies from one job function to another. Each person has both broad industry-wide and narrow job-specifi c information requirements. Targeted media has content that meets all these needs. They serve any sector and contain something important for every reader, whatever his or her role, discipline or seniority. Studies have shown that almost everyone reads at least one business or consumer niche publication regularly. Campaigns can be designed to target the diff erent levels of decision makers within the purchasing chain. What can we expect from a re-invigorated Publishers Australia? Stronger bonds between traditional and digital media channels, and all the players in between – publishers, content creators, suppliers, marketers and advertisers. In the last few years we’ve seen a change in media planning, principally brought about by digital media. This new way of thinking has expanded into the realm of niche targeted media which was largely outside the traditional media planning sphere. It’s an exciting era, which has been taken up passionately by members who are eager to showcase communication rather than advertising, and an audience-centric attitude as opposed to the old mass media approach. MEDIA Trends + Strategy 43