Browsing: Beyond the Page

In conjunction with the MPA, the Beyond the Page series shows how some of the winners from this year’s Magazine Media Awards are adapting to the modern era and helping advertisers grow their businesses.

Partner articles
From the page to the screen and everywhere inbetween: how magazines are morphing into many-tentacled consumer brands
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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.

Partner articles
Avoiding the ‘crap trap’: in a world of information overload, are marketers coming back to craft?
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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.

Features
Beyond the Page: Woman’s Day, Spark PHD and Unilever clean up with paid, owned and earned media strategy
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To launch a new Unilever product called Persil Ultimate in New Zealand, Bauer was briefed to help show busy mums how using it could save them time to focus on the important things. To do that, it combined editorial endorsement from Woman’s Day, offered advice from food columnist Chelsea Winter and created an online hub where readers could share time saving tips. And, as Ben Fahy writes in the final instalment of the Beyond the Page series, the Moments that Matter campaign worked a treat for all parties and took out the best sales solution at the Magazine Media Awards.