Op donderdag 4 oktober vond de tweede editie van MAGnify plaats, een evenement van Magazine Media om magazines alle waarde te geven die ze verdienen.
Hierbij een overzicht van de ideeën die we zeker willen noteren. Met ook nog een opsomming van tweets die we graag bewaren.
Philippe Belpaire (General Manager Roularta Media) opende met deze speech:
Dear advertisers and dear friends from the media agencies and the creative agencies, we should all embrace magazine media. Why?
Because magazines offer quality and trustworthy content.
Because magazines can give proof that an ad has been published.
Because magazines can guarantee where an ad is going to be placed and what content will be around it.
Because magazines can prove with audited data, how many copies have been sold, who paid for them and how much they paid for each copy.
Because magazines have brands so powerful they bring people to events, to buy their branded products, to pay for their content, and on a variety of platforms and formats.
Because magazine ads are not intrusive: readers see them as complementary info.
Because brands can use magazines infinite creative possibilities to stand out (in magazines anything that tickles the five senses is possible).
Because magazine makers are storytellers by nature.
Because cross-media solutions in magazine media enhance ROI substantially.
Because magazines offer you engaged audiences.
As magazines evolve and expand into new forms and channels, it’s reassuring to see they still provide unmatched quality and relevance, so that the consumer demand for highly trusted, curated, quality content is still satisfied by magazine brands. No medium is more trustworthy and trusted than magazines when it comes to selling ads. Research proves that magazine brands help tell stories and sell products for advertisers. Magazine media builds brands and sell products in a safe and transparent environment. Consumers give feedback that ads in magazines fit well within the content, and that younger readers are especially receptive to advertising in magazines.
De eerste spreker Juan Señor (Partner van de Innovation Media Consulting Group en medeauteur van het jaarlijkse boek Innovation in Magazine Media) overtuigde met een zeer sterke presentatie. “Fake news is the future of journalism” en maakt dat mensen nu meer bereid zijn te betalen voor betrouwbare content. Verder laakte hij het duopolie van Facebook en Google en argumenteerde hij dat magazinemerken twee evoluties moeten doormaken:
- van CPM naar CPH (het is niet het aantal views, maar wel de tijd per view die telt)
- van ad revenue naar reader revenue (magazines moeten niet enkel mikken op advertentie-inkomsten, maar ze moeten ook lezers meer overtuigen om te willen betalen voor hun content of om data achter te laten)
Tweede aan de beurt was Steve Goodman, Managing Director Print Trading bij GroupM UK. Hij vatte magazinemerken samen met als kernwoorden “trust, coverage, results, engagement and impact”.
Na de pauze was het de beurt aan het Franse duo Bruno Poyet (Founder & CEO van Impact Mémoire) en Benoît Bochu (Strategic Planner bij Climat Media Agency). Zij bespraken het verschil tussen “automatic and voluntary attention”.
Tot slot was er ook tijd voor een panel bestaande uit moderator Vanessa Sanctorum (Head of Consumer Science & Analytics bij Havas Media) en gasten Mike Koedinger (Founder & Chairman van Maison Moderne), Nathalie Erdmanis (Strategic Marketing & Branding Director bij AG Insurances), Els Thielemans (CEO van Maxus) en Katia Pallini (Content Impact Manager bij InSites Consulting). Zij bespraken hoe en of magazines (en media/advertising in het algemeen) millenials kunnen bereiken. Lees er meer over op www.magazinemedia.be.
![](https://www.mediaspecs.be/wp-content/uploads/2018/10/1.jpg)
![](https://www.mediaspecs.be/wp-content/uploads/2018/10/2.jpg)
![](https://www.mediaspecs.be/wp-content/uploads/2018/10/revenue-models-1.jpg)
![](https://www.mediaspecs.be/wp-content/uploads/2018/10/revenue-models-2.jpg)
![](https://www.mediaspecs.be/wp-content/uploads/2018/10/3.jpg)
![](https://www.mediaspecs.be/wp-content/uploads/2018/10/IMG_0076.jpg)
![](https://www.mediaspecs.be/wp-content/uploads/2018/10/IMG_0077.jpg)
![](https://www.mediaspecs.be/wp-content/uploads/2018/10/IMG_0093.jpg)
![](https://www.mediaspecs.be/wp-content/uploads/2018/10/IMG_0098.jpg)
![](https://www.mediaspecs.be/wp-content/uploads/2018/10/IMG_0102.jpg)
![](https://www.mediaspecs.be/wp-content/uploads/2018/10/IMG_0103.jpg)
![](https://www.mediaspecs.be/wp-content/uploads/2018/10/IMG_0105.jpg)
![](https://www.mediaspecs.be/wp-content/uploads/2018/10/IMG_0106.jpg)
![](https://www.mediaspecs.be/wp-content/uploads/2018/10/IMG_0107.jpg)
![](https://www.mediaspecs.be/wp-content/uploads/2018/10/IMG_0108.jpg)
![](https://www.mediaspecs.be/wp-content/uploads/2018/10/IMG_0111.jpg)
![](https://www.mediaspecs.be/wp-content/uploads/2018/10/IMG_0112.jpg)
![](https://www.mediaspecs.be/wp-content/uploads/2018/10/IMG_0115.jpg)
![](https://www.mediaspecs.be/wp-content/uploads/2018/10/IMG_0116.jpg)
![](https://www.mediaspecs.be/wp-content/uploads/2018/10/IMG_0117.jpg)
![](https://www.mediaspecs.be/wp-content/uploads/2018/09/panel.jpg)
Enkele tweets:
"Magazine advertisements are seen as complementary information" #MAGnify2018 pic.twitter.com/dHQmUNfSoO
— MediaSpecs (@mediaspecs) October 4, 2018
Juan Senor @ #MAGnify2018 pic.twitter.com/O0HoRU8kM2
— MediaSpecs (@mediaspecs) October 4, 2018
From CPM to CPH (hour) @JuanSenor #MAGnify2018 pic.twitter.com/O02TsbzKh8
— Magazine Media (@magazinemediaBE) October 4, 2018
https://twitter.com/vansan2010/status/1047770119521423360
People need to pay for your content. The main message from @JuanSenor #MAGnify2018 pic.twitter.com/nTh5X2PIiT
— Magazine Media (@magazinemediaBE) October 4, 2018
https://twitter.com/vansan2010/status/1047777121198854144
https://twitter.com/vansan2010/status/1047778478383411200
Proof vs perception from @ebiquityglobal. Incredible discrepancies says #SteveGoodman #MAGnify2018 pic.twitter.com/Gh1XcNKNsQ
— Magazine Media (@magazinemediaBE) October 4, 2018
Sans attention pas de souvenirs @ImpactMemoire #MAGnify2018 pic.twitter.com/lptgSKKzm4
— Magazine Media (@magazinemediaBE) October 4, 2018
Le connue attire @ImpactMemoire #MAGnify2018 pic.twitter.com/SyJ2zUNozz
— Magazine Media (@magazinemediaBE) October 4, 2018
« Il y a un avenir pour le magazine, pour autant que son contenu reste relevant pour sa cible »@NathErdmanis @magazinemediaBE #MAGNIFY2018 pic.twitter.com/Yjkfnz38TF
— AG (@AGInsurancePR) October 4, 2018
Trend back to the basics and digital detox favours magazines. Even for the young generations #MAGnify2018 pic.twitter.com/AkMd2x7Ag8
— Magazine Media (@magazinemediaBE) October 4, 2018
#MAGnify2018 paneldiscussie over millennials: ‘detoxmomenten’ belangrijk. Tastbaarheid wordt belangrijker pic.twitter.com/cNv4ehiBRA
— MMA (@magazinemedianl) October 4, 2018
Il faut du print pour être crédible dit @mikekoedinger #MAGnify2018 pic.twitter.com/5SpuIe1EY2
— Magazine Media (@magazinemediaBE) October 4, 2018