The media landscape is in constant flux. What worked yesterday might be obsolete today. So, how do established media giants adapt and thrive in this ever-evolving digital world? A recent interview with Joe Revill, Head of E-Publishing and Syndication at Are Media, offers some fascinating insights. And it also gives us a great opportunity to highlight the already-running podcast series, “PressPectives,” that dives deep into these very topics.
Are Media, a leading Australian media company, has undergone a remarkable transformation from a traditional print publisher to a dynamic omni-channel content powerhouse. They’re not just about magazines anymore; they’re embracing print, digital, e-commerce, social commerce, branded experiences, events, and native content. This multi-faceted approach is key to their continued success.
Joe Revill’s own story is a testament to embracing change. From his early days as an illustrator to working in a print factory, he’s now leading Are Media’s e-publishing efforts. Reflecting on his unexpected entry into the world of print, Joe shared, “I thought it was going to be a stopgap, but actually it ignited something in me. I loved that job. I loved the smell of the print presses.” This passion for the medium, coupled with his diverse experience, has shaped his approach to navigating the evolving media landscape.
The interview highlighted several key strategies driving Are Media’s success:
Understanding the Audience: Are Media’s purpose is “to be a champion for women,” as Joe states. To achieve this, they prioritize understanding their audience better than anyone else. They utilize various research methods, including a 14,000-member “Insiders Community.” This direct feedback loop is crucial for creating content that resonates.
Strategic Partnerships: Collaborations with major brands, like their Amazon Prime Day campaign (which spanned print, digital, social, and even a physical catalog!), demonstrate the power of integrated marketing. This holistic approach is essential for reaching consumers across multiple touchpoints. Joe described the surprising element of this digital giant’s campaign: “What I found really fascinating with this particular campaign in Amazon is the kind of premier behemoth of digital e-commerce, but they actually wanted us to do a physical print catalogue for them.”
Content Diversification: Platforms like “Content Shop,” which houses over 12 million assets, license Are Media’s extensive image library, open up new revenue streams and extend their reach. Joe explains the impetus behind its creation: “The reason we launched it was because we would often get reach out from businesses, creatives, architects, all sorts of different organizations that needed images that they’d seen on our pages, in the magazines or on our websites.”
Embracing Technology (Including AI): Are Media is actively exploring the potential of AI for various tasks, from generating images and cover art to enhancing customer service. This forward-thinking approach is essential for staying competitive. Joe acknowledges the ethical considerations surrounding AI-generated content: “We are very cognizant, however, about what is ethical within Gen AI in the publishing sense. Because there’s a lot of rights questions, which are still very gray.” However, they are also exploring its potential for creating new content from their existing assets: “I’m working on a pilot on that, which solely relies on our own asset library to learn. So there’s no open source in there. So then we can own 100% the right to that content with confidence.”
The Enduring Power of Print: Despite the digital revolution, Are Media recognizes the continued value of print, particularly for luxury brands and as a source of “affordable luxury” for consumers. Joe noted the surprising resilience of print: “We’ve been constantly surprised. We keep getting readership growth quarter on quarter… It’s not going down as quickly as we thought it would.” He also highlights a key factor in print’s continued appeal: “One of our sales reps mentioned it and I love it is just that in a time where we’ve got this cost of living crisis, a magazine is one of the last affordable luxuries.” This idea of print as an “affordable luxury” resonates with consumers, offering a tangible escape in a digital world. He further adds: “Everywhere I go, any waiting room I go, it’s obvious and stereotypical, but there are magazines, normally our magazines that I find in those places. So they get read over and over by so many people, not just the individual that buys them.”
This interview offers a compelling case study of how a traditional media company is not just surviving but thriving in the digital age. They are achieving this by embracing new revenue streams, leveraging technology, and maintaining a deep understanding of their audience, all while recognizing the enduring value of print.
About PressPectives
And now, let’s talk about “PressPectives,” which is already four episodes in!
This podcast series, hosted by Ruairi Doyle, CEO of PressReader, delves into the challenges and opportunities facing the media industry today. “PressPectives” features interviews with industry leaders, thought-provoking discussions, and in-depth analysis of the latest trends.
Ruairi Doyle brings a wealth of experience and a unique perspective to the conversation. As CEO of PressReader, a leading digital newspaper and magazine platform, he is at the forefront of the digital transformation of the publishing industry. His insights into global media trends, digital distribution, and the evolving relationship between publishers and readers are invaluable to listeners.
The interview with Joe Revill is just a taste of the insightful content you can find on “PressPectives.” The podcast explores topics such as:
- The impact of technology on media consumption
- The rise of new media platforms
- The evolving relationship between media and audiences
- The future of journalism and content creation
If you’re interested in the future of media, “PressPectives” is a must-listen. You can find the first four episodes now on Youtube, Apple Podcasts and Spotify, and join the conversation. We encourage you to catch up on the existing episodes and stay tuned for more insightful discussions.
