In the world of fashion, there are a few shining examples of owned media brands that are so good people are willing to pay for and advertise in them. Porter, the high quality magazine created by online retailer Net-a-Porter, is in the same league as Vogue and other established fashion mags, even though it’s basically a sophisticated ad (and closer to home, owned media properties like Resene’s Habitat and Air New Zealand’s KiaOra also run ads).
At present, Ziera gives it away for free. But could it, like some other retailers, eventually make money from its marketing?
“We’ve discussed that and it’s a hard one, because as soon as you let advertisers in, then it makes it more commercial for us and it also becomes something that’s a little less attached
to the brand,” says Dunn.
While neither would comment on the level of investment required to create the magazine, Dunn did say it spends less that it used to.
“We used to have an agency involved in creating the catalogue and doing all the letterheads and data matching. It was a really expensive process. This way, what we’ve done is lowered our costs of doing it, increased our response rates and got better content out of it.”
Ziera doesn’t run the content in any other established magazines. But it drip-feeds it through Facebook and email newsletters throughout the season to lure customers back to its website (it hasn’t started selling online yet but it plans to start this year).
Dunn says the KPIs are levels of engagement on Facebook or click throughs to the content from emails. It does all the tracking, although Bauer’s insights team has conducted qual and quant research around the content in the magazine and app, which features extra content, to find out what readers liked.
“It’s a really good example of how we can create content that doesn’t need to sit under our assets or mastheads but can sit on other platforms,” says Campbell. “And it’s just the beginning.”