The document discusses the future of Getaway magazine as it transitions to become a multi-platform brand focused on travel in Southern Africa. It explores expanding beyond print to websites, social media, mobile applications, and other formats. While print magazine readership is often perceived to be declining, data shows this is not the case worldwide. The brand aims to build audiences and engage readers across multiple channels to discover unexpected travel experiences through high-quality content and photography. The future role of editors is uncertain as the brand navigates its transition to a digital-first approach.
3. People are doing more right now – they’re
not just reading magazines.
“Getaway is a … a … a thing. It’s not just a magazine anymore.”
Brandon de Kock RM Editorial Director
www.getaway.co.za
4. Brand Vision and Mission Statement
Getaway's mission is to enable people to discover
unexpected holiday activities, off-the-beaten-track
routes, weekend getaways, adventure sport, outdoor
gear and accessories, wildlife and conservation through
accessible, quality content and excellent photography,
across multi-platforms.
Getaway’s purpose is to build audiences through the creation
of compelling multi-platform content offerings focused on
Southern African travel.
www.getaway.co.za
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5. “If I do my job right you’ll have
better memories.”
www.getaway.co.za
22. Total Ad Spend
Past 5 Years
Source: Addynamics Sept 2005 – Aug 2010
19,072,173,738
22,431,395,963
24,256,391,273 24,201,706,937
27,079,375,803
0
5,000,000,000
10,000,000,000
15,000,000,000
20,000,000,000
25,000,000,000
30,000,000,000
01 Sept 2005-31 Au 2006 01 Sept 2006-31 Aug 2007 01 Sept 2007-31 Aug 2008 01 Sept 2008-31 Aug 2009 01 Sept 2009-31 Aug 2010
TOTAL AD SPEND IN RAND
+42%
+12%
26. Which statement best describes your approach to planning a holiday.
www.getaway.co.za
27. Which of these holiday information sources do you tend to rely on the most
www.getaway.co.za
28. social media connects with older people
US - Pew Research
Centre
Now
50 and older - doubled to 42% in one year!
50 to 64 years- 88% growth to 20%
65 years plus- 100% growth to 13%
www.getaway.co.za
29. How much do you enjoy reading/getting information from
www.getaway.co.za
Is Anyone here a Print Journalist?
Yesterday I realised just how far getaway has come … tweet me
I started life as a Maine Biologist, then Got feeling have greater impact so moved to journalism.
First job photojournalist at Getaway magazine, resigned because wasn’t travelling enough
N-S SAm
Back as freelancer – and editor of custom titles Xplore and then Wild
Two things happened at Wild needed to deepen our conversation with the audience so digital and I saw an episode of the Simpsons which changed my life.
Audiences are changing, morphing and they are taking their content from a number of different sources.
Getaway has adapted over the years tracking these changes to a degree
but in recent times the rate of changes has been increasing constantly
My role is a case in point
So what is it we set out to achieve 21/almost 22 years ago?
Our brand statement has pretty much remained unchanged
Adapted to include multiple platform offerings
Appropriate content down appropriate channel
Across all titles
BUT what was most interesting to me was the term conversation …
You have to know something’s up when the old print dogs change their bark
And maybe this helps explain the stat we find. No idea how AMPS gets it so wrong
SO what kind of DATA did we find? Well there’s loads but seeing we’re into travel I thought I’d share some insights regarding travel.
IS Last Minute Dot Com the right solution?
And here I think the one figure that is critical is the word of mouth – friends and family
Facebook and Twitter is word of mouth.
AND ITS NOT JUST YOUNG HIP PEEPS TOOO!
Its also critical to understand how much your audience enjoys getting the info they’re looking for from various platforms.
Magazines offer inspiration – we should be telling you something you haven’t even thought of yet.
Digital platforms refine the idea…..
That’s a total of 73 % of our sampled audience who are reading magazines the same or more often as before???? HUH What the hell is going on?
Remember animate the trend line
So print media is not in decline
But as we started with this morning we know our audiences are not just reading magazines anymore.
Take our Facebook fan page as an example
Tell the Social Media Manager story
Remember the animations
We have had massive success on this platform engaging with our readers at all levels.
In fact it is so popular we needed to build an app for our photo competition
This has been a runaway success
Over 1600 entries to win a Canon camera worth R2104
So the prize isn’t even massive ….
But as with all things in the public eye there are glitches and we are tackling those head on
And its not just photo competitions – our audience are engaged…. Even taking part in the planning session.
It allows us to discuss letters with our community – how bad is the situation?
And there are no borders our friends find us round the world and keep us in touch.
In many ways the key is that we are acting like a persona
We Are a Friend
So our future;s so bright right?
Well Yes… and no.
The media industry is undergoing massive changes and this guy is going to change how we consume luxury print media….
And I am going to finish off today with two little clips that illustrate how the digital world is moving closer to your everyday life.