An integrated approach is required then a multimedia approach
Neha Saraiya | Delhi | October 13, 2011
The final day of the 38th FIPP World Magazine Congress began on a session, âWhat Advertisers want from Magazine Mediaâ. There were three speakers sharing their perspective on how advertisers expect magazine publishers to cope with them in the changing times.
First came in Philip Thomas, CEO, Cannes Lions, UK who gave a âHelicopter viewâ, by moving out from the magazines and adopting a holistic view at the same time. He said, âOne thing that has happened at the Cannes festival over the last few years is not only the advertisers had come in large numbers, but now even the marketers are also coming.â
He pointed out that last year 20% of the delegates at Cannes represented the client side. âFor me, as a client I come to see and celebrate excellent work,â he elaborated.
Thomas bought another interesting point in to perceptive as he stated, âGreat creative ideas build business and touch people lives.â He supported the aforementioned by a trend as how the winner of the âadvertiser of the yearâ at Cannes has enjoyed a high share price in that particular period. Be it Volkswagen in 2009, P &G in 2008 or Honda in 2007.
Clients are very interested in creative outputs.
TheÂ Â âThree speed mediaâ, is a category of three types of participation at Cannes divided into âThoroughly engagedâ like Nokia, Yahoo, & facebook; âStarting to be engagedâ like Comcast & Disney; and âNot there at allâ like Time Inc, Bonnier.
He also shared the example of Dominoes Pizza in Japan where the advertisers developed a new market of outdoor for pizza consumption by creating worldâs first GPS delivery service. As a result , the pizza giant experienced over $4 million sales in one year.
He then quoted Paul Polmon, CEO, Unilever, âRetailers have become media companies and they know their audience better then we do.â
Then he spun off the question to âWhat magazine segment can grab from the new marketsâ instead of âWhat do advertisers expect from magazine marketsâ.
He proposed two solutions to the grin situations a) The Number behind magazines b) Integrated planning.
Media owners are very upbeat about title numbers as there is a mindset that magazines have a tiny reach. He stated, âContent of the magazine is the heart of it and the medium being it tablet or a paper is just incidental to it.â
However the reach story to magazine is ânot so badâ. He pointed out, âWe are looking at multimedia planning and not an integrated planning.â
Some of the recommendations made by Sakhuja listed that âContent is the heart of what magazines doâ, âbrands are increasingly entering into paid mediaâ, âActivation being underleveraged by magazinesâ and âcustomisation to be provided by magazinesâ.
Thomas Ernberg, managing director, Middle East, Volvo compared the future of the magazine industry similar to the automotive sector. âI think we look from magazines is a detailed demographics. We would like to know more about place, habits of consumers.â
Towards the end of session, moderator Jim James, Director, Haymarket Media Group, UK threw a common question to the speakers, âAre advertisers given what they expect from magazine mediaâ. To which Sakhuja replied, âNeeds more proactivityâ, Emberg said, âNoâ and Thomas asserted, âYes, but there is so much more to itâ.