Publishing Strategies Publishing International 26
MAGAZINE PUBLISHER STRATEGY
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According to Moore, content areas are “Bringing the world, and all that is in it, to a
increasingly brand-led rather than specific global network of curious minded consumers
media led, offering a strong proposition for marries up well with the communications ob-
advertisers: “By understanding the differ- jectives of many multi-national companies,”
ences and similarities in consumption pat- he says.
terns of each audience, we are able to tailor Another significant development part fuelling
to our strengths when discussing integrated the growth of NG is that environmental is-
programmes with clients”. sues have started to climb the agenda of many
“Is it perfect? No, but it’s a progression on organizations. As ice-caps melt and natural
where we were. Most everything we do is resources disappear, NG is increasingly being
under the NG umbrella, unlike other media sought for advice and leadership where once
Declan Moore companies where print is under one brand there was perhaps more indifference.
(Time Inc) and TV another (CNN). We “We provide positive pointers and tips for
really can take a theme, a personality or a pro- consumers to help them do their own part,”
gramme and blow it out across our media, explains Moore. “We take a very inspirational
making the necessary adaptations”. approach, not scolding or chastising people
“The fact that our content is culturally for the choices they have made.”
agnostic is another plus, as evidenced by The publisher is optimistic about the future
both our increasing local language reach and of magazines, despite doom-mongers find-
ing evidence to the contrary. Pointing to the
engagement and portability of print media,
There appears to be two divergent growth areas: A flight to quality as evidenced by the Moore believes the relationship readers have
growth of ourselves, The Economist, BBC and others and, at the same time, a significant spiral with their favourite titles should never be un-
downmarket with celebrity / celeb-reality titles, TV shows and websites. Those without a clear derestimated.
position that are stuck in the middle are the most vulnerable. Declan Moore
As far as the next year 12 months are con-
cerned, developing the brand throughout
global distribution of the English edition. We Asia-Pacific is near the top of his agenda.
have to remain agile to capitalise on market NG launched a simplified Chinese edition
shifts and utilise all of our additional brand this summer on the mainland with publisher
touchpoints to continue to extend our brand Trends, who have already established NG
and fulfil our mission.” Trends Traveler in the market. The Asian
The veteran magazine has commanded the eEnglish language circulation continues to
loyalty of some of the world’s biggest brands rise and subscribers are set to reach 175,000
over the years, and a glance at October’s is- in 2008. There are also ambitions to NG Kids
sue confirms that the likes of Canon, Rolex in Australia.
and HSBC continue to appreciate its reach. “I see a great future for magazine brands,”
Nowadays they are being joined by more re- concludes Moore. “But the key will be in
cent converts such as Mercedes, Ford and defining our audiences, and positioning our-
Turkey Tourism. Moore puts this down to selves to over-deliver on the brand promise to
the brand’s outstanding photography, factual our readers.”
accuracy and strong narrative. Arif Durrani
AAU07_2722_Inhalt.indd 26U07_2722_Inhalt.indd 26 008.11.2007 13:50:32 Uhr8.11.2007 13:50:32 Uhr
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