Pacific’s Nicole Bence: “Five Years Ago, All Digital Content Was Equal. Now We Know It’s Not”

Pacific’s Nicole Bence: “Five Years Ago, All Digital Content Was Equal. Now We Know It’s Not”
SHARE
THIS



Magazine Networks spoke to Pacific’s newly appointed commercial director Nicole Bence about the benefits of paid content and the enduring brand-building power of magazine media.

Audiences that pay for content in environments such as print magazines have a unique value to advertisers that cannot be matched by free stand-alone platforms, says Nicole Bence, commercial director for Pacific.

“Five years ago, all digital content was equal and now we know it’s not. The next layer of that is if the consumer is choosing to pay for that content, does that make that environment more valuable for an advertiser? I don’t think we’ve debated that enough yet,” says Bence.

She notes that women spend $45 million a year on the New Idea brand. “That’s a ridiculous amount of money. You look at a brand like Mamamia, they don’t spend a cent. As we start to attribute consumer engagement to paid content, we’ll start to see advertisers valuing the environment more,” she says.

In February, Bence stepped up to run Pacific’s commercial operations following the departure of Prue Cox. She has been at Pacific for a little over a year in the role of Commercial Strategy Director which involved overseeing the positioning of Pacific’s brands in-market, the packaging of them, innovation as well as looking at new revenue opportunities.

Prior to joining Pacific, Bence worked at Nova and NewsLifeMedia. Her career began at a small ad agency in Paddington, before moving into publishing. Despite having held a range of roles, working at Pacific Magazines is by far her favourite. She says, “Pacific’s a really courageous business. I don’t think I’ve worked with a CEO or an exec team who have such courage or bravery to do something different.”

The tipping point

It’s impossible to speak to someone in publishing today without discussing the changing nature of the business and like most in the industry, Bence has thoughts on where things are headed. She believes there is likely to be a pushback from consumers as algorithms become more and more sophisticated creating an echo chamber in digital. When this tipping point is reached, magazine editors are set to see an increased resurgence. She says, “It’s going to be interesting to watch over the next few years as consumers start to say, ‘Stop telling me what I’m telling you I want to know and tell me something I don’t know I want to know.’”

Will the day come when personalisation and convenience are trumped by a desire for exposure to new types of information? Bence believes so and when it does, the editor’s role as a curator will be more important than ever as consumers look to break out of this so-called “filter bubble”.

The flow on effect will be felt for advertising as well with the oft-mentioned industry term zero wastage, which refers to advertising seen only by the exact target audience, to be replaced by positive wastage where ads are seen by those outside the preferred audience in order to promote desire for a product. Bence says, “How are you ever going to attract a new consumer or type of buyer if you never have that positive wastage?”

Determining purchase intent

Still, the value of data to pinpoint purchase intent is not to be dismissed and Bence says magazines are ahead of the curve in this regard as readers have been willing to hand over their information to magazine brands for decades whether through competitions or subscriptions. This has been evidenced by the fast uptake of social by magazine brands. Bence says, “We saw the transition to social happen really easily for us. There’s a real desire for our readers to give us data. They want to be part of the community.”

The nature of the content Pacific Magazines produces and readers engage with also gives magazine brands the jump on other media such as news offerings. A reader browsing lifestyle content on topics including renovations and homewares provides a much greater insight into the consumer’s intentions than a piece of news content. Bence says, “You can start to build a very interesting picture of who that person is and the value proposition they bring to an advertiser.”

Yet there has been a well-publicised shift away from magazine media toward the likes of Google and Facebook which Bence says is misguided given that magazines have a long history of fostering relationships between brands and audiences.

She says, “Brands have built their stories with consumers for years inside magazine advertising. It’s not new, it’s not shiny, but it does work. So how do we entice those brands to stay with us or to come back into this space?”

Please login with linkedin to comment

Nicole Bence pacific

Latest News

Monday TV Wrap: ‘Australian Story’ Heads A Stellar Night For The ABC
  • Media

Monday TV Wrap: ‘Australian Story’ Heads A Stellar Night For The ABC

An inspirational episode of Australian Story proved a winner for the ABC last night. The episode, that featured former deputy PM Tim Fischer and his autistic son Harrison, was the most watched show of the evening – pulling 732,000 viewers – outside of the 6pm news bulletins. Seven won the night with 29.8 per cent; however, […]

by B&T Magazine

B&T Magazine
Myer Goes “Naughty Or Nice” In Christmas Spot Via Clems Melbourne
  • Campaigns

Myer Goes “Naughty Or Nice” In Christmas Spot Via Clems Melbourne

Myer has announced the arrival of Naughty or Nice Baubles for sale at Myer stores around Australia. The baubles, developed by Clemenger BBDO Melbourne, are the centerpiece of this year’s Myer Christmas campaign. A Naughty or Nice bauble apparently lets you and your family know whether you’re on Santa’s naughty or nice list. Using a little […]

Columbus Appoints Reprise Digital’s Rich Conway As Group Client Partner
  • Technology

Columbus Appoints Reprise Digital’s Rich Conway As Group Client Partner

Data-driven marketing agency, Columbus, A Merkle Company has appointed Rich Conway as Group Client Partner in NSW. Conway will lead a large-scale team and head up Columbus’ integrated solutions across Virgin Australia and a number of key Australian brands. With more than seven years of industry experience, Conway joins Columbus from Reprise Digital where he […]

The Brand Agency Brings Science To Behaviour Change
  • Media

The Brand Agency Brings Science To Behaviour Change

The Brand Agency has welcomed behavioural psychologist Dr Mark Hurlstone to its strategy and behaviour change team. Dr Hurlstone is head of The University of Western Australia’s Behavioural Economics Laboratory in the School of Psychological Science. Dr Hurlstone’s appointment is in direct response to the lack of true behavioural psychologists in the communications industry. His expertise will […]

Buyer journey flat isometric vector. A man to make a purchase is moving by the specified route with following steps - awareness, consideration, reviews, choice, purchase.
  • Advertising

Study: Australian Consumers Say Marketers Are Doing Customer Experience Wrong

Despite increasing investment from brands in marketing technology, nearly half of Australian consumers say brands aren’t meeting their expectations when it comes to the customer experience (CX). On top of this, even fewer remember the last time a brand exceeded expectations, according to results of a global survey commissioned by Acquia. Today’s consumers have more […]

Busiest robot in the office with a heavy workload on all of his six hands.
  • Partner Content
  • Technology

Seven Tips To Stop Robots From Taking Your Job

The Fourth Industrial Revolution is upon us, and it has many people freaking out about their career future. Jobs are increasingly being automated via technology such as artificial intelligence (AI), the Internet of Things and cloud computing. In fact, recent research by McKinsey suggests about 60 per cent of occupations could see at least a […]

Partner Content

by Hays

Comms Council & Pluto Media Form AWARD School Indigenous Scholarships Program
  • Advertising

Comms Council & Pluto Media Form AWARD School Indigenous Scholarships Program

In a bid to encourage more indigenous people into the advertising and media industries, Pluto Media has teamed up with The Communications Council of Australia to form a brand new AWARD School Indigenous Scholarships program. This includes acceptance into the AWARD School Application workshop and then, if selected, entry into the AWARD School course itself. Pluto Media’s […]

by B&T Magazine

B&T Magazine
News Unveils Delicious.Com.Au Refresh, Plus The Launch Of Delicious.Travel
  • Media

News Unveils Delicious.Com.Au Refresh, Plus The Launch Of Delicious.Travel

News Corp Australia’s premium food and lifestyle media brand delicious. has unveiled its new website delicious.com.au and launched the brand’s travel content destination delicious. Travel at an event at Icebergs Dining Room and Bar in Sydney. News Corp Australia’s director of lifestyle Fiona Nilsson and delicious. editor-in-chief Kerrie McCallum were joined by newly appointed delicious.Travel editor-at-large George Calombaris and […]

Taylors Wines Urges Vino Drinkers To Chill Their Reds Again This Summer
  • Campaigns

Taylors Wines Urges Vino Drinkers To Chill Their Reds Again This Summer

Taylors Wines is again challenging wine conventions in a new campaign that inspires wine drinkers to chill their red wines this summer. It’s widely believed that red wine should be served at room temperature. But among those in the know, popping a red in the fridge for 30 minutes before serving can make all the […]

How To Be An Introvert AND Run A Successful Client-Facing Agency
  • Opinion

How To Be An Introvert AND Run A Successful Client-Facing Agency

Emma Bannister (pictured below) is the CEO of Presentation Studio and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In this guest post, Bannister – a self-confessed introvert – reveals her tips on overcoming her people fear and becoming a success… I have a classic kitchen bench, start-up […]

Opinion

by B&T Magazine

B&T Magazine
Holden Unveils Latest Acadia 4WD In New Campaign Via AJF Partnership
  • Advertising
  • Campaigns

Holden Unveils Latest Acadia 4WD In New Campaign Via AJF Partnership

Holden’s brand rejuvenation from Aussie local to full-import takes another step with the launch of the Holden Acadia advertising campaign: Holden Acadia. Arrive.  The campaign, developed by AJF Partnership, suggests Acadia drivers that they “Don’t just turn up. Arrive.” Holden marketing director Kristian Aquilina said the Holden Acadia – as well as the Equinox also launched this year – […]