MPA defends magazines after Mamamia founder questions medium's future

MPA defends magazines after Mamamia founder questions medium's future
SHARE
THIS



Robin Parkes, executive director of the Magazine Publishers of Australia (MPA) has defended magazines after founder of online women’s hub Mamamia, Mia Freedman, publicly questioned the medium’s relevance last week.

In an address to the Sydney Institute last Wednesday, Freedman, a former editor of Cleo, Cosmopolitan and Dolly, told the crowd magazines were becoming increasingly insignificant in the world of the 24 hour news cycle – a world where news is created, distributed and ingested fast and, in the case of the latter, for free.  

“Women in particular are voracious consumers of information, but we inhale quickly and we move on,” she said.

“The magazines, which I loved madly as a reader, and then as a writer and editor, are produced monthly or weekly – but the reality is that Australian women don’t live their lives in increments of months or weeks or even days. We live our lives in increments of half hours, sometimes minutes – and if you’re mother of a child under two, best make that seconds.

“We don’t wait for magazines anymore. We have information coming to us from the internet and social media much faster than we can consume it. For free.”

Parkes, who spearheaded the MPA’s relaunch late last year and is driving the new ‘Magazines move me’ campaign, today highlighted the fiscal value of the magazine industry and told B&T she thought Freedman’s views were “out of touch with the reality of the marketplace”.

“Australian consumers continue to have a strong relationship with printed magazines, spending almost $850m on magazines in the 12 months to December 2012,” she told B&T.

“Despite volatile economic conditions that curbed some discretionary spending, the majority of magazine titles (over 60%) delivered readership growth. Magazines are still resonating and relevant which is why 93% of adults still read magazines.”

Parkes also said Freedman had ignored the growing multiplatform initiatives undertaken by magazine publishers.

“I think Mia’s view is simply too narrow – she is looking at the printed product only. Today more than ever magazines reach people across multiple platforms – and can indeed cover everything from breaking news, to great feature reads and hot trends.

“While blogs certainly have their place, they just can’t replicate the trusted relationship readers have with magazines.

“In our fast paced media landscape our audience lives in a plus world – not digital or print – they embrace both.”

Parkes referred to Vogue as an example of a multi-platform approach, highlighting that the title now publishes multiple times a day, not just once a month, to a “highly engaged community” via its re-launched website.    

She also contested Freedman’s remarks about the inability of magazines to deliver information in a timely manner. According to Parkes, being timely is not the purpose of magazines.

“Magazines are about far more than just ‘breaking news’; they are forward focused looking to discover what’s hot and what’s next. They inspire and influence people into action. After all, magazines are not a passive media; they are deeply engaged communities of readers who have paid to participate.

“Add to this multi-platform magazine brand extensions and social media and the engagement is both longer and deeper. Magazines provide the perfect medium for a 360 degree conversation with readers.

Freedman last week said that women were no longer interested in being told how to improve their lives from on high. “They’re far more likely to crowd-source advice and information from a variety of online sources, social media accounts and the comments on women’s websites,” she said.

But Parkes said the advice offered by magazines was uniquely trusted by readers, unlike crowd-sourced content.

“Core to the strength of magazines is that our brands are trusted and enduring. As a source of information magazines are credible, and valued enough by readers to pay for them, unlike the more disposable, un-sourced information provided by free blogs. And that trust and credibility translates to magazine brands on web, mobile and tablet.”

What do you think? Will you continue to read magazines or are you turning more and more to online content hubs for bite-sized news and advice?

Please login with linkedin to comment

Latest News

First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

Nils Vesk (pictured below) is an innovation architect who’s delivered programs for some of the most prestigious organisations in the world, including Microsoft, IBM, Commonwealth Bank and Nestle. In this guest post for B&T, he shows you how to spot a lasting trend that’s not merely just another passing fad…   The importance behind learning […]

Opinion

by B&T Magazine

B&T Magazine
Study: Almost Half Of Aussies Browse Mobile Retail Sites For “Retailtainment”
  • Marketing
  • Technology

Study: Almost Half Of Aussies Browse Mobile Retail Sites For “Retailtainment”

A new study today has revealed that although mobile commerce may have begun as a convenient way to shop on-the-go, it has quickly developed into an entertainment experience for many Aussies. The PayPal mCommerce Index Trends Report 2018 (which you can read in full here) found that two thirds (67 per cent) of Aussie smartphone owners browse shopping sites just […]

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

In this guest post, King Kong’s head of growth, Sabri Suby (pictured below), takes a look at recent changes to Google’s rankings and how it will affect content makers and the measure of any content’s success… Changes to Google’s ranking algorithm mean that time on a page is valued higher than the number of clicks. With these new rules […]

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine