Magazines have always been my favourite medium. That tangible, beautiful glossy impact can only be experienced through print.
While forging a career in media, I think I’ve learned a thing or two about magazines, but the insights provided by Gereurd Roberts, Commercial Director of Pacific Magazines, demonstrated just how much this media is constantly changing and continually evolving.
With over 15 years of publishing experience, Gereurd clearly has an extensive knowledge of the evolving media landscape, but chose to present to us in Q&A style. His presentation saw a panel from Pac Mags, each representative of a different division and at different points in their career. This resulted in a diverse overview of life in print, the panel itself representing how Pacific Magazines operates like an “ideas factory”, with no compartmentalised roles and each person working together to create the most innovative work.
Gereurd referred to the print offering as “brand solutions”. After hearing the panel, this really resonated with me as print titles themselves have now become brands, such as in social media. Print is starting to shift the perception around what they do and how they do it.
‘What does a typical day look like at Pacific Magazines?’ was met with a unanimous “there is no typical day”. From an editorial brainstorm with Jackie Frank, to an event the following day, every day is varied – in print, anticipate curve balls! As magazines are evolving and changing, the roles within print media have to change too. Learning on the job, broadening skillsets and the ability to adapt are crucial. The greatest results are achieved by pulling in ‘great brains’ that offer different skills and ideas collaboratively.
One of the biggest challenges print faces is that client expectations have risen so much. To create the most memorable work that will resonate deeply with the consumer, you have to use all touch points. It used to be about ‘go out and sell this page’, now it’s ‘how else can we touch that consumer’, not only through print but expressing across all platforms such as rich content and social media.
By utilising all of these resources, results are amplified. Every brand wants to leverage social media and an example used was Men’s Health magazine grossing $16 million in PR value – you cannot make that kind of money using print alone, but by becoming a brand you can be across all avenues. Think of the idea first, the medium becomes a secondary factor.
Before, it was the editors gut feeling that dictated the content, however we now have access to a mammoth amount of data. Rather than interpreting data as the enemy overriding creative flow, it is merely the proof point which demonstrates why that particular content is chosen.
I learned that working with agencies has changed in the sense that magazines are now further up the food chain. In a world where everybody is pressed for time, some of the best ideas come from clients meeting with editors. By engaging with the media earlier, they can help to build stronger strategies using the resources and research tools such as social and marketing. Opening up all communication ensures the client understands all offerings.
Perceptions amongst the panel of the most exciting recent developments in print differed:
- Innovation – agencies challenge print more to think outside of the box which consequently evolves and changes print media
- Evolution of resources – keeps the job dynamic and offerings much wider
- The digital space – brands have become a part of everything
- Content – there are now so many avenues
It seems that it’s more about evolution, not revolution in the magazine world.
For more about the power of magazines see the latest issue of AdNews Magazine (15 May), which features our magazine special report. Subscribe to AdNews in Print, or get it on iPad.
Ellie Beryl
Finance/media assistant for 360dmg