‘Storytailing’ marries magazines and mobile for online fashion retailer The Iconic

by Marketing ON 19 November 2012

Australian online fashion retailer The Iconic will publish a quarterly print magazine that allows readers to shop straight from its pages using their smartphones.

The quarterly title will be published by Pacific Magazines’ custom publishing business, Pacific+, using its ‘Genie’ technology, which directs readers to mobile shopping portals when products are scanned by a mobile device, The Australian reports.

The move will be one of the most pervasive examples of ‘storytailing’, a trend being championed by the fashion industry whereby retailers use product ranges to create fashion content, from a local retailer. Global online retailer ASOS introduced a similar ‘scan to buy’ interface in its custom magazine in August.

Magazines continue to be powerful sales tools for the fashion industry, and are a medium The Iconic is confident putting its trust in, managing director of the pure-play etailer, Finn Age Haensel said. “So it’s important for us to have a printed magazine as a powerful sales tool that inspires fashion and speaks to our audience,” told The Australian.

The first issue of the The Iconic will be mailed to the retailer’s database of customers and made available online from Friday. At 100-pages long, the print run is reported to be 100,000 copies for the first edition.

Pacific+ is understood to have beaten ACP Magazines, newly acquired by Bauer Media Group, in a competitive pitch.

Pacific’s Genie ‘action code’ reader launched in June and has been used it in a range of titles, including Home Beautiful, Who and Marie Claire. ACP also offers scan to buy technology.

Virgin Mobile forges media partnerships

by Marketing ON 17 August 2010

Virgin Mobile has announced it has developed strategic partnerships with five media companies: PBL Media (Ninemsn and ACP magazines), Nova FM, Pedestrian TV and Pagesdigital.

The aim of the year-long partnerships is to build on Virgin Mobile’s media presence through print, radio, OOH executions, targeted events and promotions and digital media, as well as develop existing Virgin Mobile offers, such as the Virgin Mobile Members’ Lounge.

Rob Nolan, head of brand and relationship marketing at Virgin Mobile said, “We have developed unique offers with each media partner that actually give something back to our Members.”

In partnership with Ninemsn, Virgin Mobile aim to extend awareness of the Members’ Lounge through ‘The FIX’, Ninemsn’s online entertainment portal. This involves reaching non-members through online editorial.

Virgin Mobile will sponsor select programs on Nova FM – Sunday afternoon’s Sounds Like News and a new evening program rebranded as The Virgin Mobile Download with the Action Battle Team.

The aim of partnering with pop culture websites Pedestrian TV and Pagesdigital is to deliver specific content for the Members’ Lounge.

Strong performance for magazines

by Marketing ON 13 August 2009

Audit Bureau of Circulations (ABC) figures have indicated strong growth for consumer magazines.

ACP Magazines has enjoyed period-on-period growth for 10 out of its portfolio of 13 ‘Women’s Lifestyle’ magazines. Particular standouts were Shop Til You Drop’s 8% year-on-year circulation increase (highest ever), Good Health’s 10% period-on-period increase and an 8% period-on-period increase for Harper’s Bazaar, pushing it passed Vogue Australia.

According to Roy Morgan research, 94% of Australian women read an ACP ‘Women’s Lifestyle’ title in 2008.

“Focusing on the results for ACP Magazines’ Women’s Lifestyle titles compared to the previous period, we are seeing a resurgence in magazine sales, which can be attributed to new strategies in the ACP Magazines’ Women’s Lifestyle brands. The ability of these titles to deliver growth in such a challenging market is testament to the continued investment across the portfolio,” said Lynette Phillips, ACP Magazines publishing and sales director, women’s lifestyle.

The figures reveal The Australian Women’s Weekly, the country’s most popular magazine, sold nearly 500,000 magazines monthly and has a reach of over 2 million.

According to the ABC, Woman’s Day is the most popular weekly title, selling 407,644 copies per week and the title has a reach of 2.1 million.

Womens Weekly launches Product of the Year Awards

by Marketing ON 11 May 2009

More than 2.2 million consumers will be given the chance to vote for their favourite products with the launch of 2009 The Australian Women’s Weekly Product of the Year Awards.

The magazine’s publisher, ACP Magazines, will launch the new awards in October, when readers will be invited to take part in an independent survey based on consumer experiences and product innovation, revealling Australia’s must-have products.

The magazine’s readers, both in print and online, will have the opportunity to vote for their favourite products across a wide range of categories, which will put them in the running to win a share of $10,000 in prizes.

Brands will be given the chance to be in the running for an award by submitting their products in categories including health, beauty, cereals and snacks, frozen and dairy foods, pantry staples, home and cleaning products, as well as beverages, alcohol, toys and small appliances.

“Winning brands will be rewarded with a high-profile publicity boost, which comes from the integrity and credibility associated with The Australian Women’s Weekly brand and a national survey of this size,” says the Awards brand ambassador, Deborah Thomas.

All products entered in the Awards will be short-listed by a judging panel comprising Thomas along with other figures from the media and industry groups, as well as interested consumers chosen through an exclusive online competition.

The shortlist will then be published in print and online, giving readers the opportunity to vote for their favourite product in each category, with winners will be announced at a gala awards night in Sydney.

Mercury rises at ninemsn with new cross-platform Windows Live campaign

by Marketing ON 23 April 2009

Ninemsn recently launched its new cross-platform advertising campaign, ‘Mercury’, to raise awareness about the new version of Windows Live and its ability to bring consumers their online world into the one place.

The Mercury campaign utilises the strength of the PBL Media assets, and will appear on Channel Nine, in ACP magazines, Hoyts Cinemas and online across ninemsn. The campaign will be the first time this year that ninemsn has included television and cinema into its marketing mix.

Carolyn Managh, director of marketing at ninemsn said:

“ninemsn has access to the strongest cross-platform media packages in the country with its PBLM partners, and we have utilised the strength of television, magazines, cinema and online to raise awareness, build the Windows Live brand and drive trial.”

The creative concept, titled Mercury, was developed by Moon Communications Group, and visually depicts how Windows Live brings people’s online activity, such as Hotmail and Messenger, together in one place. The image of the well known Messenger ‘Buddy’ icon melts into graphics to represent photos, storage, events and email highlighting that all the features are seamlessly connected and can be accessed with one Windows Live ID.

“Hotmail and Messenger are loved by our audience of over 7.5 million Australians and are two of the most recognised brands in the world. Our challenge with this campaign was to communicate that Windows Live is now the umbrella brand that brings the two together,” Ms Managh said.

“In addition we needed to communicate other great features such as Skydrive, with 25GB of free storage, and the ability to aggregate other social networks such as Facebook and Twitter into Windows Live. We feel that the strap line of Your Life. Your Stuff. One Place really encapsulates that perfectly.”

The campaign will run for 12 weeks and encourages people to visit the purpose-built site windowslive.com.au to download the new version of Windows Live.

ACP announce latest readership figures

by Marketing ON 25 February 2009

Australian magazine publisher ACP Magazines has released yearly results for it’s women’s market stable of titles.

The company’s results indicates that it increased its share of the celebrity weekly market from 46.9% 12 months ago to 51.1%. It also grew its share in the real life category to 44.3% and the youth category to 52.8%.

Its Shop Til You Drop title grew 7.8% over the last 12 months to record its second highest readership, with its TV Week readership up 11,000 readers.

ACP’s newest women’s magazine, Grazia, has reported its inaugural readership figure of 193,000 and its Australia version of OK! is the fastest growing celebrity weekly magazine in the country for the fifth time in a row.

“There is no doubt that our strategies are proving successful,” says Lynette Phillips, ACP Magazines publishing and sales director for Women’s Lifestyle.

ACCC action on mobile ads in teen mags

by Marketing ON 18 February 2009

Are you sick of your teenage kids getting ripped off by overseas mobile companies offering expensive applications? So is consumer watchdog the Australian Competition and Consumer Commission (ACCC).

The Commission has launched legal action against two overseas-based companies for alleged misleading advertising of mobile telephone premium services in Australian teen magazines, costing the teens or their parents a lot of money by unwittingly signing up to the services.

The ACCC is concerned that the companies’ advertising does not adequately disclose the nature of the services being offered and their costs, and is particularly worried that consumers responding to the ads could unknowingly subscribe to high-cost, ongoing service when they think they are simply completing a one-off purchase of a ring tone or wallpaper.

The two companies – AMV Holdings fro Britain and Bulgaria’s Teracomm – are the subject of the legal action under the Trade Practices Act.

Graeme Samuel, ACCC chairman, believes that advertisers must not rely on minute fine print to disclose important terms and conditions.

“The costs and nature of the services must be prominently and clearly identifiable within the advertisement, particularly when it is targeting young people,” explains Samuel.

The ACCC has also obtained enforceable undertakings from magazine publishers Pacific Magazines (the publisher of Girlfriend and TV Hits) and ACP Magazines (the publisher of Dolly, Cosmopolitan and Cleo) to improve the overall standard of advertising for mobile premium services.

Dolly magazine launches interactive option for advertisers

by Marketing ON 5 November 2008

Tween magazine, Dolly, part of the ACP stable of magazines, has launched a new genre of digital and integrated marketing communication with the launch of the Dolly Wish List in the December issue.

Hot on the heels of launching Dolly Messenger, the magazine has collaborated with Mocom to combine print, mobile and internet to create a unique, sponsored online experience.

Dolly readers use their phones camera to take a photo of one of the advertisements in a special eight page stacked advertorial series. A unique password is sent back via SMS to access the Wish List site – at myxmaswishlist.com.au. Readers then choose their favourite items from the pages they have snapped, creating their own personal Christmas Wish List which they can print, email or add to their MySpace or Facebook page for their friends and family to view and purchase for Christmas. They can also recommend items to their friends, and search for their closest stockists via a postcode search tool.

Among the brands taking part are Optus, Dell, Universal Music, Valleygirl, Thomas Sabo, Mindscape Games, Boost Mobile and Chi Chi cosmetics.

“Advertisers know that engaging with tech-savvy Generation Y requires a multi-platform and innovative approach and the Dolly Wish List is just that,” said Dolly national sales manager, Clarissa Wilson.

“Our readers are constantly seeking new ways of interacting with their favourite brands so this is a win-win for them and our advertisers.

“We are able to provide a high level of post analysis for our advertisers, which allows us to report not only on traditional page impressions and unique browsers, but also the most popular products added, and what and how many products are recommended to friends.”

The technology used for compiling the list is compatible with all mobile phones, allowing every reader to create an instant and personalised Wishlist of the products they want most this Christmas.

According to the 2007 Dolly Youth Monitor, the largest quantitative research study of the Australian youth market, 94% of 14-17 year olds own a mobile phone and 88% use them primarily for SMS and MMS messaging; 14-17 year olds have strong spending power, receiving an average of $77.00 a week each to spend, with 16 – 17 year olds receiving an average $186.47 a week.

Rolling Stone pimp its offering with a MySpace page

by Marketing ON 30 October 2008

Rolling Stone magazine is extending the brand’s presence into social networking site MySpace.

The monthly music magazine has launched its presence on MySpace (www.myspace.com/rollingstone) as part of an ongoing strategy to get closer to current and prospective readers.

Following the recent purchase of Rolling Stone, ACP Magazines relaunched the title with a revised format and a renewed focus on local Australian talent. Along with the announcement of a new website launched under ninemsn’s entertainment destination ‘The Fix’ before the end of the year, the Myspace presence is yet another example of ACP Magazine’s commitment to refreshing the brand and increasing its relevance in Australia.

Rolling Stone aims for the MySpace platform to build a two way relationship with readers that currently exists one way and once a month. The page will feature exclusive video content, audio interviews, breaking news and a forum for friends and readers to discuss reviews and opinions in the magazine as well as music news across Australia and the world.

Editor-in-Chief Matt Coyte said:

“Since taking over the operation of Rolling Stone, we’ve been busy improving the product and feedback to date has been incredibly positive. We’re keen to engage the younger festival-going audience and Myspace is the perfect way to reach and communicate with them.”

“Myspace will be Rolling Stone’s open forum to communicate with readers above the traditional letters page in the magazine. With so many things to distract Gen Y we can’t afford to rely on getting and keeping their attention just once a month. We have to be able to speak with them in their space and on their terms and they need to feel they can do the same with us.”

Holler Sydney designed the page and were an essential part of the team
consulting on the project while Myspace partnered to build the page
in-house.

theBrandshop spearheads new Grazia launch with integrated campaign

by Marketing ON 24 July 2008

Its a competitive environment, womens lifestyle and fashion magazine publishing, so the launch of Grazia
magazine recently has marketers watching closely for how the new
masthead will fare and how the launch campaign will position the
publication.

The new campaign for the Grazia launch from theBrandshop
consists of 1 x 10 second Teaser TVC, 1 x 30 second Brand TVC titled
Racing with Whispers, and is supported by radio, outdoor, print and
online channels.

The campaign idea emerged from theBrandshops use of its full range
of research tools to identify the strategic intent required for the
campaign. The agencys unique use of ethnography – the in-depth,
one-on-one interviewing technique of the key target audiences – helped
inform, develop and test their strategy and creative, leading to a
distinct understanding between what theBrandshop terms The Two Australia’s – the public, ‘Official’ Australia and the private, ‘Real’ Australia.

theBrandshop managing director Gavin Larkin said, We’re honoured
ACP Magazines entrusted us to help them position themselves and their
product. Getting the starting point right is absolutely critical and
our ethnography work gave us a huge head start in search for a
solution.

It uncovered the unique insight for Grazia, which is
officially women have this guilty pleasure over reading the weekly
magazines, however in reality they use the information theyve gained
from these magazines as a form of currency. From this we developed the
strategy to generate impact and create desire in what is a cluttered
market. Its about staying in the know, having an opinion and being
first.

These crucial insights were the foundations the agency used to develop the new magazines brand positioning – First in. Best dressed.

theBrandshop executive creative director Monty Noble said, The
launch TVC delivers exactly what the magazine should – fashion that
doesnt take itself too seriously. The aspiration needs to be there but
so too does the accessibility when youre targeting such a wide
spectrum of Australian women.

Nick Robertson from Plaza Films, was chosen as our director
knowing he could work closely with ACPs own fashion director, Mark
Vassallo. As this was essentially a fashion shoot, we ensured the very
best people were assembled to deliver the very best product. With Renya
on hair, Lisa Javlin handling the styling and Michelle Aitkin doing
makeup, we were confident of creating the perfect look for the Grazia brand.

The spot appears in black and white to add to its dramatic feel and
is set to a recomposed track of Puccinis famous aria O Mio Babbino
Caro from the opera Gianni Schicchi. You can watch the TVC in all its filmic glory below.

The communication strategy developed by theBrandshop will,
according to group business director Kate Meyer, …emphasize the
targets attitudinal profile of a well educated, intelligent working
woman who loves fashion and beauty yet needs a magazine that mixes her
speed with style.

Gordon spearheads $2m marketing push behind BBC Australian Good Food

by Marketing ON 20 June 2008

BBC Australian Good Food will be officially launched today at an industry event attended by Gordon Ramsay.

Gordon Ramsay will be an ongoing contributing editor for BBC Australian Good Food, the second masthead to launch under the new publishing partnership between ACP Magazines and BBC Magazines. The first issue will hit newsstands in the third quarter of 2008 and will be supported by a marketing spend in excess of $2 million dollars.

Sophie Knox has been appointed as editor of BBC Australian Good Food, with Neale Whitaker as editor-in-chief. Neale was the launch editor of the Australian edition of ABC delicious and of Waitrose Food Illustrated in the UK and has also been editorial director of Vogue Entertaining & Travel. Neale remains editor-in-chief of ACP Magazines’ interior design bible, Belle.

The magazines leading editorial line-up will also include Kylie Kwong, Lyndey Milan, Ross Dobson, Suzanne Gibbs, Nino Zoccali, Sophie Hansen, Teresa Cutter, Lucy Nunes and Karen Kingham.

Phil Scott, group publisher Mens & Specialist Titles, ACP Magazines and general manager of the new publishing partnership, said: With a unique approach to food and lifestyle content, BBC Australian Good Food will create a new publishing category that bridges the gap between mass and premium. With some of Australias – and the worlds – most in-demand talent on board, BBC Australian Good Food is poised to set a new standard in the market, added Scott.

BBC Australian Good Food will be based on the UKs market-leading food magazine. Launched in 1989, the BBC Good Food brand is now recognised globally, with several European and Middle-Eastern editions, and has been responsible for launching and nurturing the careers of some of the worlds best-known food celebrities.

Ashley Munday, BBC Magazines International Director, said: BBC Good Food has already proved to be phenomenally successful in a number of territories beyond the UK – and we anticipate the title will be every bit as successful in Australia.

Rolling Stone in new hands

by Marketing ON 22 May 2008

ACP Magazines will publish music bible Rolling Stone magazine in a
masthead swap deal with new specialist publisher WolseleyMedia.

WolseleyMedia, which recently acquired Next Media, will add ACP
magazines’ Tracks and Waves to its portfolio. The two surfing titles
were part of the EMAP Australia portfolio acquired by ACP Magazines in
September 2007.

ACP Magazines’ chief executive officer Scott Lorson said the company
had been keen to add a music magazine to its stable of leading titles
and there was a natural fit for WolseleyMedia to publish Tracks and
Waves.

“Rolling Stone is the world’s premier music title with iconic status,
credibility and best-in-class journalism. We are looking forward to
investing in the same editorial quality locally and working closely
with the Australian music industry as well as covering international
music,” Lorson said.

He added the title offered clear synergies with PBL Media’s Nine Network, Ticketek, and ACER Arena.

Rolling Stone is published in the US and celebrated 40 years of
publishing in November 2007. Founded by Jann S. Wenner in San
Francisco, Rolling Stone covers everything that is important,
trend-setting and newsworthy to the tastemakers among young adults.

The Australian edition of Rolling Stone has a readership of 300,000
(Roy Morgan January to December 2007) and a circulation of 27,051 (ABC
July to December 2007).

Peter Holder from ACP Magazines’ Men’s Lifestyle Division will be the publisher of Rolling Stone.

Completion of the swap is expected shortly.

The question is, is ACP edgy enough to maintain the sex, drugs and rock n roll feel of such an iconic mag? Marketing is undecided…