The Real Media Collective has successfully negotiated with Australia Post across temporary publishing relief during the COVID-19 pandemic.
Kellie Northwood, CEO, The Real Media Collective said: “The Print Post product is used when mailing magazines, periodicals and mail-order catalogues.
“The current regulations require minimum volumes, frequency lodgements and weight limits which can see publishers having to keep readers on hold for weeks before being able to send their latest issue and also unable to offer onboarding promotions across multiple titles.
“The temporary measures allow publishers to send content immediately to Australian homes, which is critical in the current conditions.”
The temporary shifts across Print Post enables publishers with a relaxation on the minimum quantities and frequency of titles to allow for one-off publication specials and weight leniency credits.
Bauer CEO, Brendon Hill welcomed the temporary relief: “For our advertisers this means we can reach consumers quicker than ever before.
“With more people in the home today, the secondary reading figures will rise providing an opportunity to communicate with more Australians via a strong in-home channel.”
Roy Morgan report, Australians, of all ages, read and are connected to magazines – a media channel they pay for to access which means they are more engaged than other channels.
“Over 15.6 million Australians read magazines in print or online and of this 13.1 million Australians aged 14+ read print magazines (Roy Morgan, 2020).
“For advertisers and marketers, the magazine channel reaches over 15.6M Australians, of this 6.3M are subscription. We know the channel promotes empowerment, mental health well-being and time-out relaxation – all critical for every Australian in isolation at the moment as well as being a captive audience seeking new content.
“Media brands offer sought-after focus and brand alignment for brands to connect with readers. These amendments from Australia Post will allow advertisers to reach homes quicker and connect Australians,” concluded Northwood.
