Does the public really use as much TV as you think? Do they still tune in to live programmes? Do you really know how much YouTube they watch? Ipsos takes a look at the perils of perception and the differences between what ‘ad people’ and the public see.
As the New Yorker’s editor David Remnick recently said, readers don’t want dumber, cheaper versions of legacy media. So how are magazines embracing new channels, creating new revenue streams, developing new products, working creatively with advertisers and generally showing an elasticity in their view of what media is, all while keeping their souls in tact? Jihee Junn looks at some of the best local examples.
It’s been seven months since Bravo hit New Zealand screens, delivering a constant stream of American reality programming to free-to-air TV. We speak to NBCUniversal’s Australia and New Zealand head Chris Taylor about sustaining numbers, ‘Bravoholics’ and the future.
Generating meaningful insights from the ever-growing pool of data available to businesses has been a challenge for marketers. On hand to help is Qrious general manager Simon Conroy who shares his advice on creating value with the Qrious model.
This is the story of an ambitious idea that started small in a student flat before quickly gaining massive momentum and attracting the attention of a stack of innovative brands. Be sure to bring your motion sickness pills along for this ride.
While magazines were once just a regular dose of escapism, entertainment or inspiration in printed form, the rise of the internet and the need for new sources of revenue has meant publishers are connecting with their audiences in a range of different ways. Erin McKenzie takes a look at how some of the local players – and the Magazine Publishers Association – are embracing that shift.
Post. Click. Share. Repeat. At a time when filling the digital pipes with ‘content’ – no matter the quality – seems to be the go-to strategy for many brands and publishers, Damien Venuto looks at whether there’s a reaction against too much information from enlightened marketers and agencies and more value being placed on the skills that are required to craft high-quality media.
With a life expectancy longer than ever, the over 50 age group is more active, working longer and spending more. They also have aspirations to see the world, which Globus is fulfilling by reaching out to them through GrownUps with ads and unique travel packages.
With thousands of influencers offering millions of followers on social media, why would brands even bother working with magazines or magazine editors anymore? As Erin McKenzie discovers, magazine brands also tap into the cult of personality, but manage to do it with an air of distinction, a higher level of integrity and a greater understanding of their audience.
Earlier this year, Cigna acquired the GrownUps website, opening the door to new insights and a greater understanding of the 50-plus market. And while it’s still early days, Cigna chief executive Lance Walker says marketers across the industry should be following suit and taking the time to better understand this important market.