Once again, Nielsen’s latest readership results and the ABC’s circulation numbers don’t make for particularly pleasant reading for the magazine sector, with all weeklies charting declines deemed significant on the same time last year, plenty of other significant declines and a rare few increases. And, perhaps not surprisingly, the MPA and the various publishers are hoping to change the conversation from a one-dimensional discussion about quantity, to a multi-dimensional discussion about the quality of engagement across a number of platforms.
In These Difficult Times, the predictable response from traditional media is to flog their sales staff harder, argue the value of their channels and bitch about US companies that pay no tax and hollow out the industry. But Vincent Heeringa says the smarter option can be summed up in four points.
From NZ Life & Leisure’s Insider’s Guides to NZ Rugby World’s First XV, magazine publishers are creating more one-shots and brand extensions than they perhaps needed to in the past. And following on from the success of the 2011 special issue Everyday Dish, which has sold “heaps”, according to Tangible publisher John Baker, the Dish team has sifted a few more ingredients and moulded it into Baking Dish.
It’s a rather interesting period in the history of magazines and, despite the prevailing belief that shiny new digital toys are killing off paper, the latest readership and circulation numbers have once again showed the market is still in fairly good health in New Zealand.
As we wrote last week, publishers—and other media owners—are being forced to come up with creative solutions to get brands to sign on the dotted line. This means advertorial and brand-funded content is becoming an increasingly important element of the magazine sector’s revenue and the half magazine, half cookbook called Everyday Dish that’s just been released by Tangible in association with LG is a very good example of that evolution.
There is nothing quite like a magazine subscription for a gift idea and at Tangible Media, we have a magazine for everyone on your shopping list. Plus Tangible Media is offering you, the people, a deal. Not only will you be remembered all year for your thoughtfulness and generosity, you’ll also get 40 percent off the retail cover price when you subscribe to one (or perhaps a few) of the many Tangible titles before Monday 9 January.
Print is often seen as the poor cousin of the media mix when it comes to creativity in advertising, especially when compared to some of the tricks now able to be performed in the online realm. But occasionally a publisher shows what can be done with good fashioned old paper and ink and NZ Rugby World has backed up its supreme accolades at the recent Magazine Awards with a very well-timed ‘barndoor’ cover on the August issue featuring our Dear Captain resplendent in Adidas’ new All Blacks jersey.
Anyone who’s had the pleasure of working on a custom publication will understand there are certain promotional objectives that usually need to be met and plenty of hoops that need to be jumped through in an effort to please the client. But Super Liquor has taken a rather unique approach to this concept with its latest marketing initiative, a website called Super 10 that has been created in conjunction with Tangible Media and &Some over several months and aims to “save the world from work” with ten weekly nuggets of online interestingness.
Where there is rugby, there is often beer, as anyone who’s visited the clubrooms after a game anywhere in New Zealand could probably well attest. And Lion and Tangible Media’s NZ Rugby World have joined forces to put out a special collector’s edition that takes an in-depth look at the All Blacks’ tremendous achievements over the past 25 years and is sponsored exclusively by Steinlager to coincide with the 25th anniversary of its support of the All Blacks and the launch of its new ‘We Believe’ campaign.