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Menís Health and Womenís Health to be published on iPad

19 May 2010

Men's Health and Women's Health will be the first two magazines in Pacific Magazines stable to be launched on the iPad.

Commercial director Peter Zavecz said the company was favouring localised applications, such as jogging routes and workouts, rather than putting the entire magazine on the iPad.

"They'll be the first ones," he told The Australian. "They just won't be electronic versions of the magazine."

Mr Zavecz said a rich media app was also likely to be developed for Better Homes & Gardens.

As reported in The Australian, Mr Zavecz said Pacific Magazines, owned by the Seven Media Group, a joint venture between Kerry Stokes' Seven Group Holdings and private equity group KKR, had increased its advertising share by 9 per cent in a market that contracted in the year to March, despite the impact of the global financial crisis on magazine advertising.

The company has focused on categories in which it had the leading or second-highest circulating magazine, and was helped by the cross-selling capacity of SMG Red, which sells advertising across other Seven Media Group divisions Yahoo7 and the Seven Network.

The company has invested more than $500,000 on the Buyers Action Measure research it launched last year, for which qualified readers of a particular magazine were surveyed about any action they may have taken after seeing an ad in the magazine -- such as discussing the product with friends, looking for it in stores or even buying it.

"We've BAMed 15 different magazine issues," said Dymphna James, lifestyle group sales director. "We now have 1500 case studies that show how an ad has performed.

"There's no bad news. Even if an ad doesn't perform well, advertisers can use it as an argument for changing the creative."


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