In the face of the digital world the Magazine Publishers of Australia (MPA) has launched a print and online advertising campaign to woo advertisers and readers.
Robin Parkes, executive director, MPA told Australian Printer, “As an industry we’ve been quiet the last few years, and have focused internally, the relaunch of the MPA signifies the commitment to the industry by the three major publishers.”
Parkes says, “The campaign is our first step in demonstrating magazines’ continued effectiveness, to bring back the voice to magazines, to remind the trade media (media planners and buyers) of our relevance and the role we play in engaging consumers in a way the moves brands, products and emotions.”
The campaign is called Magazines Move Me with the themes, Lust, Want and Desire.
Research conducted by each of the publishers and highlighted in each ad shows that following lusting after a product in a magazine, one of four readers purchased the product. Magazines drive desire as two in three readers visited a website after viewing a magazine ad, and magazines create want as magazines are the number one medium for influencing purchase.
Parkes says, “Even in a tough environment, Australians spent $894m buying 172 million magazines in the last year. Whilst consumer confidence is still wavering and retail markets remain tough we expect our print numbers to remain similar to 2012, and see our digital editions as providing our exponential growth.”
She says, “We are investing in our products, refining our approach and listening to our audiences. If we get this all right we have good reason to be optimistic.”
Matthew Stanton, CEO, Bauer Media Group says, “The Australian magazine publishing industry is robust and well positioned for a successful 2013. The recently reinvigorated MPA and ensuing promotional campaign highlights the fact that our members are well aligned and committed to promoting the innovation and investment that drives the magazine business.”
Stanton says, “In Australia there are 129 audited titles that generate over $894m in magazine sales in print alone. These titles engage with readers and provide targeted environments for advertisers to promote their products.”
On the downside big titles such as MasterChef Magazine and FHM were both axed by their publishers last year following a decline in sales.
$170m a year has disappeared from magazine ad revenue since 2008, with the current total about $400m a year. Australian magazine ad sales represent only four per cent of the total ($12bn) advertising market, whereas in the UK it is double that at eight per cent, and the US it is treble at 12 per cent.
MPA represents publishers such as Bauer Media Group, Pacific Magazines, NewsLifeMedia and Readers Digest.
