Jackie Frank: Magazine industry has to stop devaluing itself to advertisers with discounting

Sarah Homewood
By Sarah Homewood | 31 October 2014

This year's Australian Magazine Awards 2014 Hall of Fame inductee, editor and publisher of Marie Claire magazine, Jackie Frank called on the magazine industry to champion magazines' quality content not just to audiences but agencies and advertisers too.

Speaking at the Australian Magazine Awards breakfast this morning, Frank urged the industry to unite and stop discounting their quality products.

“We have to fight to get in front of agencies, and in front of advertisers. We need to unite, shout from the rooftops and really champion what we so.

“Every time we discount, it teaches advertisers that we don't value what we do, so why should they? If we get people to look at magazines, they see the ads, it's a win win,” Frank said.

Frank also discussed that the industry is undergoing constant change however she believes that the core of the industry hasn't changed.

"The magazine industry is rapidly changing but what isn't changing is people's need for a connection, magazines provide that connection.

"We do affect peoples lives, it's about connecting with these people's lives. It's what we all do everyday," she said.

Frank continued to explain the way that magazines champion issues is the way that they make up an important part of people's lives.

“We can't forget the power [magazines have] to campaign, change legislation or raise awareness. And this is what I care about - connecting with audiences. It's what we do every single day.”

“Whether it's highlighting an injustice or telling the hottest celebrity news, the impact we have on our readers every day is amazing.”

Find the full list of AMA winners here.

For more news see below:

Melbourne agencies dominate ADMA awards, Sean Cummins takes marketer of the year
ADMA launches CMO networking club
Content the redeemer - Foxtel pitches exclusivity

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