MPA rebrand highlights the role magazines play in connecting with audiences
Industry body Magazine Publishers of Australia has rebranded as Magazine Networks as part of an effort to re-gain traction with media agencies and be more considered as a part of media plans.
The new Magazine Networks logo
Magazine Networks chairman and Pacific Magazines CEO, Peter Zavecz, said: “The rebrand signifies how magazines are truly multi-platform brands, with a network of engaged audiences across platforms. Trust in our professional curation of content accompanied by high levels of engagement continues to differentiate the magazine medium. We have a clear role to play in the media mix and it’s high time this was recognised.”
Zavecz: The rebrand signifies magazines are truly multi-platform brands
As part of the rebrand, the industry body commissioned a study with the aim of highlighting the unique role that magazines, both print and digital, play in the market.
The old MPA logo
The study analysed readers’ perceptions of print and online magazines across key market categories by surveying their levels of engagement, influence and response to purchase.
According to the research, more than half of readers (61%) believe magazines provide them with information they trust on trends, brands or products while magazine readers feel more passionately about print magazine products than any other medium.
The body – which has members including Bauer Media, NewslifeMedia and Pacific Magazines – will launch a trade campaign, created by creative agency Joy, to support the relaunch with a tagline ‘passion, response’.
Simon Rush, principal at Joy, said: “The positioning of Passion Response is intended to express the unique role Magazine Networks play in creating a variety of responses, from interest generation to brand building and sales activation. Only professional magazine content generates passionate audiences, at scale, across channel formats with trust and relevance.”
