Pac Mags: We're not a print business

Sarah Homewood
By Sarah Homewood | 12 August 2014
Gereurd Roberts

With print numbers broadly in decline, publishers are keen to spread their focus and champion their reach across channels. Pacific Magazines is doing just that and claims it's not a print business at all - it’s an audience business and it's got that in the millions, according to commercial director, Gereurd Roberts.

The latest release of the Emma data outlines that Pacific Magazines reaches 8.7 million readers in print a month, as well as reaching an audience of more than 4 million on social media.

Roberts said that it's a result of hard work as well as a well executed strategy paying off.

“We've had a strategy to develop our audience around all platforms, so for us it's just proof that our strategy has been working,” he said.

“Our total audience is growing exponentially, it’s up 37% year on year, and to me that just shows that people are engaging with our brands more than they ever have before.”

As part of the new strategy Pacific Magazines commissioned digital agency Razorfish to overhaul each part of the business from editorial to advertising and marketing to ensure that each part of the business was on the same page.

“We had a really simple brief for Razorfish and that was come in and work with us on building our audiences and monetise them in a way that helps us grow numbers, not cost us numbers.”

“We were absolutely conscious that we didn't want to cost ourself audience - that’s not in anybody's interest,” he said.

A key part of the strategy, Roberts said, was for Pacific Magazines to position itself against the best when it came to social media rather than just other media companies.

“We want to benchmark social against the best social brands, not against other media brands our goal is to be best in class in all that we do,” he said.

When asked about the shift from print to digital Roberts said Pac Mags don’t talk about a transition to digital.

“We're not about transitioning from print to digital, we're about doing print as well as digital. The right media mix is not one that relies on a single channel, it’s about being everywhere a consumer is going to be and being everywhere they want to be,” he said.

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