Page 37

Yearbook Jan 2019

35 from publishers is the understanding that magazine-media brands speak to an incredibly valuable consumer and not, simply put, readers,” notes Raphaely. “Changing the direction from content-only to a content-tocommerce focus is part of this mindset change, and very much part of our strategy. We need to make magazinemedia brands truly relevant again – both to our audience of consumers, as well as to our partners (banking, retail, etc). Whether that’s through exciting events, initiatives like our in-book Ready to Shop scannable QR codes, or other engaging, consumer-focused innovation, we have to adapt.” Launching the campaign across all newsstands and using QR codes on every single AMP title served another purpose, adds Raphaely, that of driving a much-needed and different conversation around magazine media. “If brands are not truly digital-first properties, but merely magazines in print with digital stitched on, you’re staring at the abyss and will need to move with extraordinary speed to survive in future. That brings me to agility. One of the many wonderful things that digital brings us is access to unprecedented amounts of data. How quickly the industry interprets and responds to the most relevant data (versus drowning in it) holds the key to survival.” driving engagement on multiple platforms “Diversity within the magazine medium offers advertisers the opportunity to reach their target market more effectively with minimal ad spend wastage and better ROI,” adds Ferreira. “Think of ethnic haircare products – ROI will be less if the audience they advertised to was too diverse, so they might opt for a title with a larger black readership instead. On the opposite side, a broader appeal product would benefit more from a title with a highly diverse race readership. Relevance for readers equals targeting for advertisers. Contextual relevance matters regardless of reader diversity.” Raphaely agrees: “Advertising works best when it’s placed in an environment that complements the brand message rather than working against it. To advertise retirement villages in Cosmo would not suit the brand’s editorial pillars – but advertising saving towards retirement, in the form of an RA, would.” Niche or mainstream, despite declining circs, it’s clear magazines have much to offer advertisers, as a brand with a loyal base that offers an attuned market. “Magazine brands offer a carefully edited, brand-safe but interesting environment for marketers to communicate with confidence. They’re able to provide enough unique, relevant and engaged audiences that we know enough about, at a reasonable price, and prove to advertisers that these audiences are valuable to them when they are faced with many seemingly cheaper and effective options (Facebook, Google and Amazon) to reach consumers,” notes McIntyre. The upside to this is that while traditional print advertising has taken a downturn, campaign partnerships are on the rise, reveals Media24 brand manager, Roxanne Cloete. “Activation is where it’s at; advertisers now want to book print ads MaGaZINES SOUTH AFRICA Roxanne Cloete, brand manager at Media24 Julia Raphaely, CEO of Associated Media Publishing


Yearbook Jan 2019
To see the actual publication please follow the link above