While agencies and clients are paying close attention to emerging platform opportunities in magazine publishing, media planners and buyers are cautious about the numbers.
"When evaluating potential investment in any new media of platform, the key deciding factor will always be whether you can deliver the required audience and whether the execution is true to the brand and complements the overall strategy and media mix." Says Kathryn Carter, Director Implementation Planning & Investment at Mediacom.
"The expectation is that publishers will continue to invest in this space, and creative agencies and clients will increasingly develop content which is suitable to run across new platforms. Until however there is critical mass in audience numbers to support these new platforms and a rate-card which accurately reflects this, the media investment will be minimal and focused on the core product," Carter explains.
Carter says that relevance will remain the key deciding factor for any media choice. "Regardless of the size of the publishing operation, if you are able to offer a platform which delivers the right audience in the right environment the opportunity will be considered."
She adds that magazines are and will remain a core component of branding schedules. "The opportunity to engage with relevant readers is a compelling argument for continued magazine investment. The significance has shifted to ensuring that the magazine activity complements the digital migration and that the campaign solution works cross-platform to ensure you are reaching the consumer across all touchpoints. Publishers need to look to digital and be nimble in their approach to delivering on client/agency briefs."
And while tablet apps are still considered a great ‘addition' to the magazine, Carter says it still needs to be supported by a viable return on investment.
For more articles relating to the media landscape read the latest edition of the Media Titles Advertising & Marketing Resource Guide.