australia's motorcycle parts & accessories industry - Bike Business ...

u s i n e s s s e r v i c e s
Newspapers crumble but trade press going strong
In the light of the recent announcements
from the Fairfax and Murdoch stables
of newspapers regarding their ongoing
difficulties and impending job
cuts in the face of digital media, some
industry suppliers are concerned that
other forms of print media – including
trade titles like BIKEBusiness and other
special-interest consumer magazines
– can no longer effectively communicate
with their intended target markets. That,
however, is simply not the case.
By understanding the difference
between newspapers and magazines
the differences in their modes of
communication can be made clear.
Until only recently daily newspapers
were considered to be one of the best
sources for daily news updates, but
with increasing numbers of people
now looking to online media for their
news, and getting it far faster, the
effectiveness of the newspaper has
waned, as has its effectiveness as a
platform for advertising.
However, because magazines
generally carry information of a less
time-sensitive nature, the immediacy of
their delivery isn’t such a crucial factor,
and it certainly doesn’t hamper the
medium’s efficiency in terms of effective
communication.
In actual fact, the effectiveness of
both trade and consumer magazines
both as a means of communication
and as platform for advertising is
only increasing, as they remain
to be a favoured form of intrusive
media. Traditional intrusive media
like TV and radio are beginning to
lose their competitive edge simply
because of their audiences’ ability to
avoid the advertising these mediums
deliver. Alternatively, magazines that
are purchased by choice or are of
interest because of a trade alliance
allow advertising to be viewed by
their readers on every viewing of
the publication. In effect, magazines
effectively negate the electronic
wizardry that otherwise diminishes the
effectiveness of advertising – ironic,
when you think about it!
The bottom line is this: all print
media is not the same, and while the
days of the daily newspaper as an
effective advertising medium dwindle,
print media via magazines – both trade
and consumer – is actually offering
possibly one of the last genuine forms
of high-quality and effective advertising
communication.
AUSTRALIA’S MOTORCYCLE PARTS & ACCESSORIES INDUSTRY MAGAZINE
BIKEBusiness
Issue 29 May - June 2012
Now available in
Australia from
b u s i n e s s t o b u s i n e s s
International recognition for Draggin’s quality
Using eBay to increase your sales
NOR_ 131
AUSTRALIA’S TRADE MAGAZINE FOR HEAVY DUTY DIESEL MECHANICS
Issue 3 June - July 2012
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Keeping Australia Moving
This
issue:
PLUS - News - Accessories - Parts - Service - Workshop
1131_Diesel_Mechanic_Cover_JUNE2012.indd 1 25/05/12 11:55 AM
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BIKEBusiness
b u s i n e s s t o b u s i n e s s
8 July - Aug 2012