Week in content marketing 28 October 2011

This week sees The Church of England reveal Access magazine for PlayStation; White Light Media takes on the news-stand with a new magazine dedicated to great drinks; Publicis Blueprint is to relaunch Heathrow Traveller and create a content hub for Heathrow Airport ahead of the 2012 London Olympics; and things are looking good ahead of the International Content Summit in November.

With less than one month to go to this year's APA International Content Summit on Content + Convergence, it is all coming together to bring you a great evening on 23rd November at Old Billingsgate in London. An impressive line-up of speakers has been confirmed, gathering leading future-gazers from across the creative, business and customer insight to divulge what they believe will be the big trends, technologies and theories of 2012. With content driven websites, Facebook pages and blogs being at the forefront of customer communications this year, futurologist Nigel Cameron joins Philip Thomas, CEO of Cannes Lions, Richard Cope, Global Head of Insight at Mintel and Benedict Evans of Enders Analysis and many more, to bring you the insight you need to keep your communications on track for 2012. If you have not booked your tickets yet you can do so through, where you can also find out more about the Content Summit.

Before the Content Summit and the APA International Content Marketing Awards in late November, the APA is hosting its next Digital Breakfast on the topic ‘From Print to Digital' on 3rd November at the IAB in Covent Garden. All three speakers have been confirmed: Tim Rowell, Client Strategy Director EMEA at Tigerspike joins Rupert Knowles, Business Development Manager at Adobe Systems and Mike Goldsmith, Editor in Chief at Future Publishing. The breakfast will be looking at ways leading print publishers can find success by taking propositions conceived for print products and channelling them through digital media: websites, blogs, social networks, email newsletters, digital e-zines, smartphones, tablets and more. Click here to find out more.

Edinburgh-based APA member White Light Media has announced it is launching its first ever news-stand title. Named Hot Rum Cow the magazine explore the extraordinary history of alcoholic beverages and celebrates truly great drinks. Noting that there are not so many magazines that focus on drinks, publisher Fraser Allen said: "We believe this is a niche that is crying out for a cleverly written, beautifully designed magazine - and we're having a great time bringing it to life. The history of drink is intoxicating. It's a tale of people, art and amazing ideas; it's intriguing, amusing and often surprising." Now in its 10th year, the move into consumer news-stand publishing is a part of a strategic growth plan for White Light Media that has already seen it establish itself as Scotland's leading publisher of digital magazines. We can't wait for the New Year to have a look at Hot Rum Cow.

Another new magazine launch this week as The Church of London has created a magazine for PlayStation called Access. Printed on big pages of improved newsprint, Access goes behind the scenes of the videogames industry and looks at places where gaming meets popular culture. Issue one looks at an in-depth story on the Iraq and Afghanistan veterans who love first-person shooters; a review of the theatre event that brought Resistance 3 to live and artist Tinchy Stryder reveals why he switched from Pro Evolution Soccer to FIFA. The publication will be available at Access events and Freshers' Fairs, shops and bars across the UK.

Congratulations are in order to global publisher John Brown which took home the award for ‘Creative Repro Company of the Year' at this year's PrintWeek Awards for its ‘beautiful composition skills'. John Brown had submitted a diverse selection of high end, creative retouching examples and, according to the judges, presented a ‘fantastic' array of work ranging from a high end marketing brochure for McLaren's new supercar to a lookbook for Heal's to Jamie Oliver's monthly publication, Jamie Magazine.

This week on APA member Wardour's blog they have shared the excitement of seeing the second Perspective app for Brewin Dolphin take shape, and how daunting it was after producing a successful first app for its client. Writing on the ‘tricky second album (app)', Wardour shares the challenges of creating a tablet magazine that complements the print publication, yet takes it further. Click here to find out what the Perspective app has to offer.

Customer publishing agency Publicis Blueprint has been appointed by Heathrow Airport to create a content ‘hub' and relaunch customer magazine Heathrow Traveller as the London airport is looking to improve consideration among consumers in the run-up to next year's London Olympics. The revamped quarterly magazine will incorporate a website through which consumers can access information about the BAA-owned airport, including content from its apps, YouTube channel and Facebook page.

New research shows that online grocery shoppers are 38% more likely to be frequent responders to direct mail than the average British adult, welcoming mail that is appropriate, provides them with offers and incentives or useful information. Click here to read the full research.

Mobile phone giant Samsung has partnered with ESPN to launch a global ad-funded online sport series called ‘Project Teamwork', writes Marketing Magazine. The branded series will feature a product placement for Samsung products and an advertising deal that will see Samsung buying a range of ad space on ESPN's global media offering. The 12-part series launched this week and focuses on five team striving for greatness in an attempt to show how Samsung Mobile technology improves sports. Sports stars from the Jamaican athletics team, Parkour freerunners, the Dutch volleyball team, a Brazilian street football team and championship handball team from Barcelona will appear in the series.

New research by Experian Hitwise shows that internet users in the UK visit online video sites more often than they do their email providers. According to the study UK internet users clocked up 785 million visits to online video sites in September, which is an increase of 36% from the same month a year ago. It comes as no surprise that the leading site is Google owned YouTube, a site which many brands are using successfully in their digital brand marketing strategies.

Well-known digital analyst, futurologist and sociologist Brian Solis has a new book out - The End of Business as Usual: Rewire the way you work to succeed in the customer revolution - in which he says ‘it's a new era of business and consumerism - and you play a role in defining it'. Taking an in-depth look at the emerging connected consumer landscape, its impact on business and what companies can do to adapt and lead, Solis was interviewed by The Next Web in which he said: "Today's biggest trends - the mobile web, social media, gamification, real-time - are changing the landscape for business and consumerism. Consumers are connecting and connected and as a result, they're becoming increasingly empowered and influential. How these connected consumers discover, share, and communicate is different than their traditional counterparts and requires businesses to rethink their approach." Read more here.

If you are wondering who the most valuable consumers are for advertisers on a social media level, new research by Nielsen will shed some light. The study found that parents tend to be the ‘most valuable' consumers, while teenagers are the most prolifically engaged mobile users. About two thirds of parents use social media to learn about brands, treble the amount of non-parents. And while teens are the most likely group to upgrade from the free to the paid version of an app, said Nielsen, they are also most likely to respond to an ad, regardless of how it was served.

An interesting article on this week on why Facebook is getting tough on lazy brands by Mark Bower. Now a staple of brand marketing strategies, Facebook's recent platform changes have changed the game so to speak and brands are seemingly having to work much harder to be seen on individuals' newsfeeds. Giving the user more control, and choice, of what they see, a ‘like' is no longer enough to ensure follower get every communication brands post as flat or irrelevant pages will now gain less exposure, notes Bower. So what do marketers need to do? According to the article, the changes mean that brands need to interact more personally with consumers, encourage more regular communications and finds ways to really befriend them. So yes, brands will have to work harder, but the reward can be so much better as this paves way for a deeper consumer interaction and engagement if done well. It's time to forget about the ‘Like' and instead figure out how your brand can be ‘Loved'.

Finally, if you are interested in how social network users engage with brands and how they expect brands to behave on social networks APA member can download the full monthly research presentation on Brands & Social media here

Posted in Industry News
28thOct 2011

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