Supporting the changes in magazines: AMAs

Sarah Homewood
By Sarah Homewood | 21 August 2015

The Australian Magazine Awards are back again this year, but they are far from the same old awards.

This year the format has dramatically changed to make sure they reflect the ever-changing magazine landscape.

Previously there were several categories that didn't require entries, the winners were instead decided from the broader market based on circulation growth, readership, advertising volume, front cover, editorial content and design.

However this year, in keeping with the market, to take out the top gong you also have to prove that the magazine brand you are putting forward is also a significant online player, across mobile and through mobile and web applications as well as across social and events.

In addition, all the categories have now shifted to entry only, with no categories having automatic entry.

Speaking about the new awards, chairman of judging and CEO of MEC Australia and New Zealand, James Hier, said when it comes to both readers and advertisers, magazines have had to learn to build relationships through technology.

“After a slow start we are seeing some good examples of this and the magazine brands that are leading the way should be celebrated and held up as examples of where the industry should be heading,” he said.

Hier explained that while magazines have successfully transitioned their content, audiences and advertisers across to new platforms, where the real innovation is being shown is in the commercial models that are being created.

“The real innovation to come is going to be the new commercial models that address the different levels of engagement and the reach these distribution channels provide,” he said.

This year, the awards are being sponsored by Priceline Pharmacy. Mark O'Keefe, general manager of marketing, said the brand strongly believes in the power of magazines to engage meaningfully with its customers.

“We work together on fully integrated campaigns that combine the best that medium has to offer but at the same time are amplified by activity across other media channels,” he said.

“Magazines represent a key component of how we surround our customer with relevant and differentiated messaging that stands out in a crowded and competitive market place. Supporting these awards is a natural extension of our partnership with an industry we value highly."

Want to throw your hat into the ring? Enter here.

A version of this story originally appeared in AdNews Magazine (21 August). Want to get it today aka the day it comes out?! Click here.

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