The outdoor industry is in the middle of a golden run in New Zealand, with 11 consecutive quarters of growth and a compound annual growth rate of ten percent since Jan 2013 making it second only to online as the fastest growing media channel. Digital screens are driving most of that growth. And things are changing rapidly as all the big players invest heavily to try and get a piece of the pie, so here’s a rundown on what they’re all up to.
Marketing, advertising & media intelligence
NZME contributed AU$203.7 million revenue and a net profit of AU$30.7 million to APN's financial figures, but the performance of the various arms—publishing, radio and ecommerce—of the organisation was relatively flat when compared to the figures posted in the previous year. And while Hastings confirmed that digital registrations for the Herald were going to be launched, she said that there were no plans to introduce a paywall this year.
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After a few years running The Radio Network, Jane Hastings took over as chief executive at APN in May and she's shaken things up since her arrival, hiring a new exec team, embracing cross-selling and cross-promotion across its channels and launching a new brand for the multimedia beast called NZME. Here's her take on what's been a whirlwind few months.
Since taking over as the chief executive of APN New Zealand in May, Jane Hastings has been pulling together the discrete threads that make up the conglomerate in an effort to create a seamless entity that can be used to deliver commercial partners’ messages across all the available media properties. And all new things require a name, so for this reason APN sent out a release this morning saying that its print, radio, digital and e-commerce brands will from now on be unified under the moniker NZME (pronounced ‘en zed me’), which stands for New Zealand Media and Entertainment.
Back when newspapers (and, to a lesser degree, magazines) were happily floating down their rivers of gold, the church and state of editorial and sales were kept very separate. But desperate times call for what some may see as desperate measures and as publishers search for new revenue streams, many of them are increasingly offering their skills to help tell the stories of businesses. Now APN has joined that club with the launch of Brand Insight.
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The changes are coming thick and fast at APN NZ under new chief executive Jane Hastings, with a new exec team announced this week, a more integrated sales approach across its media portfolio and some clever new products like ShopViva. And now the Business Herald is getting in on the action, with more tools, more content and more interactivity added to the website in an effort to deliver "more relevant digital news to New Zealanders".
With the prospect of an IPO on the horizon that would potentially see 60 percent of APN New Zealand's media assets carved out, a number of new senior humans have joined the organisation to "drive collaboration benefits across the group and fulfill a bold new vision to fully engage Kiwis anywhere, anytime with the content they love".
Hauraki breakfast team follow in successful stations' footsteps, APN gets in on the cross-promotion action
Radio Hauraki has fully embraced its 13th most-listened to breakfast show tag in recent months, with Jeremy Wells' brilliant 'Like Mike' section being born out of a desire to replicate Mike Hosking's morning success and a new online video series showing the team heeding memos from on high and doing a few things guaranteed to move them up the rankings, such as using t-shirt cannons and adding some sexual tension to the mix. And, as per usual, they've done it in slightly unusual, self-deprecating and moderately NSFW fashion.
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On Sunday, 17 August, APN launched ShopViva, a fashion e-commerce collaboration between GrabOne, the third biggest e-commerce platform in New Zealand, and Viva, the New Zealand Herald’s flagship lifestyle magazine. The new venture is based on the premise that readers should be able to purchase the items that are displayed editorially in the popular inserted magazine, which is circulated every Wednesday.
Following the receivership of MediaWeb, NZ Management Magazine was bought by the NZIM and given to Adrenalin to publish alongside its existing title NZ Business. MediaWeb used to own the Deloitte Top 200 Awards, which celebrate New Zealand’s most outstanding large businesses and their people, and the event was seen as a "cash cow and jewel in the crown" of the company. But it's thought the IP was transferred to Deloitte when MediaWeb couldn't pay the bills, so, without anyone to run this year's awards, it recently put that business on the block and APN New Zealand has won it. PLUS: Toni Myers' LinkedIn profile gets a slap from a former MediaWeb employee.
On Monday, APN Media launched TrueCommercial, a digital hub dedicated to commercial property and ‘businesses for sale’ listings. For the most part, the initiative serves as an online extension of the Herald’s Commercial Property section, which has until now been published twice a week. The section, which according to Nielsen has a readership of approximately 138,000 Kiwis, will now also be rebranded TrueCommercial from 6 August to give the offering uniformity across the print and digital channels. But how does it differ from the services already offered by Trade Me and RealEstate.co.nz. Updated with additional comments from TrueCommercial brand manager Maria Zolezzi.
In the traditional media channels, advertising couldn't be avoided. When viewers listened to a radio broadcast or watched a television show, ads were an inevitable part of the experience and often provided a momentary break to run to the bathroom or make a cup tea. But with the growing tendency of online viewing, this coerced ad-watching is no longer a given. Simple software downloads, such as AdBlock, now give viewers direct access to the content that they want to watch. So what are media owners doing to protect their advertising?
The rural sector has helped keep New Zealand afloat over the past few fairly difficult years and, as the amount of spending done at Fieldays shows, it's a sector with a fair bit of confidence (and cash) at the moment. And, in an effort to better reach that sector, APN NZ has launched The Land, a new weekly rural publication sandwiched between the pages of APN’s six regional newspapers that are read across the North Island by town and country dwellers alike.