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29 Oct 2009

ACP Magazines shares insight into the direction of magazines and the demands placed on integrated media platforms in the selling proposition.


Our sister publication, Media Titles bounced 5 quick questions off Louise Barrett, Director of Sales, Men's Specialist and Custom Titles and Director of Sales -PBL Media Integration ACP Magazines.


MT: What sort of initiatives are you undertaking to market your magazines to advertisers?
LB: Regular trade advertising, regular client workshops, Our Printworks initiative, Events eg Rest of The Year, Bank of the Year, Fashion Goes Live


MT: How do brand extensions from your magazine stable assist in the selling proposition (eg roadshows, exhibitions, online, and other cross-platform strategies)? Are they becoming a major part of the deal?
LB: Yes they are. Being able to provide clients with a totally integrated marketing solution is becoming increasingly sought after. Top Gear offering is an example of that, Magazine, TV, online, Live Show.


MT: What are some examples of integrated packages working well for you in the current market?
LB: 30 Days Brand extensions, Restaurant of The Year, Magazines Go Live, Top Gear, GO! Integrated packages.


MT: To what extent does social networking fit into your overall strategies - are you offering this and in what way?
LB: Mag Editors are all Twittering and have Facebook pages.

MT: What are your views concerning the direction of magazines as a stand-alone selling proposition over the next 12 months?
LB: Most of our magazines are not stand alone properties as their ads are sold in conjunction with their websites and have been for a number of years.


Nowhere else is the association between print and other mediums more evident than within ACP with the announcement that the world's biggest motoring entertainment show Top Gear will move to the Nine Network following the conclusion of their deal with BBC Worldwide Australia.


The move is further consolidation of BBC Worldwide's relationship with PBL Media. Top Gear Australia Magazine and both sit within Park Publishing, the BBC Worldwide Australia / ACP joint venture.



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