PRESIDENT’S COMMENT
Get your story right
O
ne of the joys of being part of the FIPP family is that the organisation has both consumer and B2B magazine media
companies as its members. This has allowed, through FIPP’s various communication channels, these two broad sectors to exchange ideas and experiences. In the past it is fair to say that the exchange was limited, with significant differences in marketing, charging (or not) for content, distribution channels, even a different set of media platforms. However, over the past decade, life has changed considerably. It was B2B publishers who first started talking about being ‘media neutral’, delivering content on any platform in any format in any place that the customer demanded. It was B2B media groups that first had to confront the digital revolution’s impact on business life and to discover new businesses and business models. As such, they are now a good bell-weather for what may
perhaps? A recent study in the US by Forrester and the Business Marketing Association claims that 59 per cent of B2B marketing executives plan to spend more in 2014 on content marketing – a clear signal of the importance of ‘owned’ media. These findings were reinforced by a second similar study by Econsultancy and Adobe where they found that 44 per cent of B2B marketers stated content marketing was their top priority. Forrester concluded that, “B2B CMOs
will need to direct content marketing efforts on delivering new commercial insights, inspiring customer stories, or forward- looking viewpoints to provoke buyer engagement”. How ironic then that the very thing that B2B media companies have been doing so brilliantly for years – providing content that gives insight, that inspires, and points to the future, is now so valued by the marketer. But there is the opportunity. Forrester went on to suggest: “Publishers
B2B media groups were first to confront the digital revolution’s impact on business life and discover new business models
happen to consumer media companies, and as such I would argue that consumer companies would do well to look at B2B trends. I well remember at a FIPP conference in 2006*, the warning David Hill of IDG, USA, gave to consumer publishers that five years or so earlier, IDG had been well aware of “the digital train that was coming. What we didn’t realise was how fast it was travelling. We nearly missed it”. What he was urging publishers to prepare for was a rapid rather than gradual impact on their businesses. It was quite prophetic. So what can we learn from the B2B
market today? There are quite a few issues and trends that stand out – the importance of analytics and big data or programmatic advertising and the rise of ad exchanges,
should double-down onmarketing services programmes to help brands create compelling content. The reality that most brands face as they invest in content marketing is that quality content is hard to create and even harder to sustain - providing opportunities for media brands to capture some of the dollars that are being diverted from advertising or other channels.” This looks pretty good advice to me. If
content marketing is not terribly high on your agenda, you’re missing an opportunity.
* The 3rd Ibero-American Conference held in São Paulo. In September this year São Paulo will once again play host to the 5th Ibero-
American Conference. Visit
www.fipp.com/ events/Ibero-2014 for more information.
Please note: The opinions expressed in this
magazine do not necessarily represent the views of FIPP.
the worldwide magazine media association
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Magazine World Editor Amy Duffin (
amy@fipp.com) Managing editor Karen Taylor
Designer Ian Crawford
FIPP Chris Llewellyn, president and CEO Helen Bland, company secretary and information services director Natalie Butcher, events executive Sylkia Cartagena, research and administrative executive Andre Glazier, sales manager Stuart Hands-Bellion, commercial manager Cobus Heyl, marketing and membership services manager Christine Huntingford, vice president Claire Jones, events manager
Jenny Stubbs, training coordinator
Fipp Management Board Chairman Fabrizio D’Angelo, managing director, Hubert Burda Media Holding, Germany vice chairman John Relihan, CEO, Media24 Magazines, Media24, South Africa treasurer Erwin Fidelis Reisch, CEO, Alfons W. Gentner Verlag, Germany immediate past chairman David Hill, president and CEO, International Publishing Services, IDG (International Data Group), USA president and CEO Chris Llewellyn, president and CEO, FIPP, UK
Fipp Advisory Board Hubert Burda, chairman of the board and publisher, Hubert Burda Media Holding, Germany Thomaz Souto Corrêa, member of the board of Abril Group, Editora Abril, Brazil Axel Ganz, president, Axel Ganz Communication, France George Green, consultant, Hearst Corporation, USA William T. Kerr, member of the board, Arbitron, USA Akira Nagata, special
advisor, Nikkei Business Publications, Japan
Directors Matt Stanton, CEO, Bauer Media Australia Ralph Büchi, president, Axel Springer International, Axel Springer, Germany Yolanda Ausín Castañeda, general manager, ARI, Spain Eckart Bollmann, executive board member, Bauer Media Group, Germany Shi Feng, president, China Periodicals Association (CPA), China Pierre Lamunière, chairman, Edipresse Group, Switzerland Fabio Barbosa, CEO and editorial board member, Editora Abril, Brazil Rodrigo Sepúlveda, CEO, Editorial Televisa, Mexico Juha Blomster, chairman Finnish Periodical Publishers Association and CEO, A-lehdet, Finland Marcelo Burman, president and CEO, Grupo Cerca, Costa Rica Rolf Heinz, president and CEO, Groupe Prisma Média, France Victor Shkulev, chairman of the board, Hachette Filipacchi Shkulev/InterMediaGroup, Russia Rupert Heseltine, chairman, Haymarket Media Group, UK Duncan Edwards, president and CEO, Hearst Magazines International, USA Aroon Purie, chairman and editor-in-chief, The India Today Group Munefumi Bando, chairman, JMPA and COE, Kurashi- no-techo, Japan Young Chull Kim, chairman and group publisher, Kaya Media Corporation, Korea François Coruzzi, executive vice president international, Lagardère Active, France Mary Berner, president, Magazine Publishers of America, USA Terry Adamson, executive vice president, National Geographic Society, USA Barry McIlheney, CEO, PPA, UK Svida Alisjahbana, director, PT Gaya Favorit Press (Femina Group), Indonesia Enrique Iglesias, CEO, RBA Revistas, Spain Ken Whyte, President, Rogers Publishing, Canada Wiluck Lohtong, president, Siam Sport Syndicate Public Co., Thailand Lisa Gokongwei-Cheng, president, Summit Media, The Philippines James L. Jacovides, vice president, international, Time Inc., USA Liu Jiang, president, Trends Media Group, China Stephan Scherzer, CEO, Verband Deutscher Zeitschriftenverleger, Germany (Ex-oficio) Enrique Micheli, executive director, Asociación Argentina de Editores de Revistas (AAER), Argentina
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fipp.com issue 80_2013 | Magazine World |5
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