Targeted Marketing - a view from some of our magazines

Knowing your market is the key to cost-effective advertising. For example, there is no point running an expensive campaign that reaches half-a-million people if you only need to reach the 25,000 people who have renovation intentions this year. If you are dealing with a market niche, our advertising sales consultants can help you create a full year advertising program that delivers results and reduces costs.

Universal Magazines' Key Markets

The many markets that Universal Magazines presently operates within are:

•  Australian's who are committed to natural health and living

•  Highly engaged dog owners

•  Aspirational home builders and renovators

•  Kitchen and bathroom renovators

•  Landscape renovators

Australian's who are committed to natural health and living

More than 5 million Australians regularly use natural health products.WellBeing exists to provide the inspiration and information behind those product choices.

WellBeing helps marketers target consumers who:

•  Shop at health food stores regularly

•  Are committed to living sustainably

•  Regularly use natural health practitioners such as naturopaths

•  Regularly consume natural health supplements

•  May work in the natural health care industry

A recent readership poll conducted by First Direct Solutions shows the high level of engagement of the WellBeing reader. The WellBeing reader is:

•  2.9 times more likely than the average person to be using herbal remedies

•  3.7 times more likely than the average person to be using aromatherapy

•  2.7 times more likely than the average person to be eat health foods

•  2.7 times more likely than the average person to be take vitamins or food supplements

•  2.6 times more likely than the average person to be pursuing self improvement

•  5 times more likely than the average person to be using alternative remedies

Highly engaged dog owners

There are estimates of between 3,000,000 to 5.400,000 dog owners in Australia . For many, dog ownership is casual occupation, but for most Dog's Life readers, it is a lifestyle. Dog's Life Magazine exists to entertain and inform passionate dog owners.

Australian Dogs Life helps marketers target consumers who:

•  Regularly walk, play and do activities with their dog

•  Regularly visit the pet shop for products and ideas

•  Take their dog on holidays

•  May work with dogs

Aspirational home builders and renovators

The home renovation and construction market in Australia is strong and, as a result, there is a plethora of home and lifestyle magazines that target this market.

Contemporary Home Design targets a specific group within this market in the following ways:

•  It is a home and lifestyle magazine for aspirational professionals

•  It only presents information that relates to their “Do-It-For-Me” needs (as distinct from “Do-It–Yourself”).

Universal Magazines has researched and developed a formula that not only communicates to professionals, but that delivers information in a way that gets them engaged with the products and services of advertisers.

Kitchen and bathroom renovators

There are many ways to market if you are in a kitchen or bathroom business, but how do you target consumers who have the genuine intention to build a kitchen or bathroom this year?

Kitchens & Bathrooms Quarterly reaches out to these people when they are actively researching. According to our 2006 readership survey:

•  94 per cent of Kitchens & Bathrooms Quarterly readers intend to build within 12 months.

•  62 per cent of Kitchens & Bathrooms Quarterly readers intend to build within six months.

Kitchens & Bathrooms Quarterly presents the kind of research and information that is only relevant for readers that have already made the commitment to a new kitchen or bathroom in the year and, as a result, they are primed for marketers in this field.

Kitchen and bathroom builders also have many unique tasks in generating business:

•  Selling something that does not yet exist and must therefore be well rendered in the customer's imagination

•  Overcoming consumer fears about builders and establish credibility

•  Presenting a convincing case for the design of the project

Our advertising sales consultants have a number of tools to help kitchen and bathroom builders overcome these common obstacles and win business.

Landscape renovators

An increasing number of Australian's are discovering the outdoor room as a place for family and lifestyle. The problem for marketers, however, is to reach them at the time they are about to have a major makeover of their outdoor space.

We have two publications that exist to help market landscape products and services.

Outdoor Design & Living is an upmarket landscape publication, which helps consumers formulate ideas and research before committing to a large project. According to our 2006 readership survey:

•  79 per cent of Outdoor Design & Living readers intend to build within 12 months

•  58 per cent of Outdoor Design & Living readers intend to build within six months.

This readership is:

•  Socioeconomic AB and upper C

•  “Do-It-for-Me”

•  Design-conscious

Like other building service providers, quality landscapers experience many unique tasks in generating business:

•  Selling something that does not yet exist and must therefore be well-rendered in the customer's imagination

•  Overcoming consumer fears about builders and establish credibility

•  Present a convincing case for the design of the project

Our advertising sales consultants have a number of tools to help landscape builders and designers overcome these common obstacles and win business.

Backyard Design Ideas is a mass-market landscape publication, which also helps consumers make decisions about landscape products and services.

Both publications present the kind of research and information that is only relevant for active readers that have already made the commitment to the project and, as a result, they are primed for marketers in this field.

Target marketing increases impact and reduces cost

There are many mediums in Australia that will help you reach large numbers of people and for this, marketers pay a large price.

At Universal Magazines, we question the relevance of those large numbers and believe that it is more important for marketers to reach a smaller group of relevant prospective customers.

Because cost savings are involved, it is possible for marketers to look big in the niche, rather than look small in the bigger field.

To help marketers establish a presence in a market, we use a number of tools:

•  Brand advertising

•  Editorial features

•  Marketing features such as competitions

•  Targeted direct marketing

If you are interested in reaching any of these niches, contact our advertising sales consultants.