What do publishers and agencies need to do to change the magazine audience conversation?
In the second part of this Supported By series we ask how magazine publishers and agencies need to change to adapt to multiplatform audiences as the new measurement metric.
While the move by Australia’s three major magazine publishers to cut ties with the circulation audit may have surprised people in some quarters, anyone watching the industry closely for the past few years will have seen them gearing up for the shift.
Structural changes at the likes of Bauer Media, Pacific Magazines and NewsLifeMedia have not just come from the editorial side, but also in the sales function, as they look to bring them closer together and push the total masthead story, rather than the hard copy solution.
Chan: “Conversations have changed”
“If you go back 10 years we sold pages in our magazines and we were very product orientated,” says Bauer Media CEO Nick Chan. “Those conversations have changed. Increasingly they are about marketing solutions for our clients.
Magazine Networks was formed in 1995, previously known as The Association of Magazine Publishers of Australia (MPA) and represents Australian publishers of consumer, cover-priced and nationally distributed magazines. Click here for more information.
For the life of me, I can’t see why they can’t use both circulation and readership side-by-side.
Is it money saving? I doubt it as I am sure that they still compile circulation internally. If it is the cost of having that internal data audited then they must be in deeper financial trouble than they are letting on.