Custom publisher Hardie Grant Media has published its first edition of Virgin Australia’s in-flight magazine, and provided some insight into the process it uses when taking on new clients and launching magazines.
Hardie Grant Media landed the Virgin Australia magazine contract in February this year. The magazine was previously published by custom agency Pacific+ under the title Voyeur magazine.
Brundle went on to share the processes that Hardie Grant Media use to successfully launch new magazines for its clients, from getting to know the client and their audience, to creating a content playbook, assembling a team, and evaluating feedback after the launch.
“The world of content is always on and clients are ever evolving, so there’s no such thing as ‘set and forget’. It’s important to put processes in place to ensure that you’re constantly reviewing how you could be doing things better, as well as add value, or you’ll just get left behind.”
“A brand’s magazine needs to be viewed – both editorially and commercially – as part of a connected multichannel customer experience, sitting within a broader content ecosystem.”Claire Brundle, Deputy Managing Director, Hardie Grant Media
Advertising rates for the Virgin Australia magazine are listed within the media kit (a casual full page advertisement is listed at $11,576 plus loading for position requests and inside/outside covers), along with marketing opportunities available at each stage of the travel journey, from booking and planning, pre-flight at the airport, and on the flight itself.
“The process has become so much more exciting in an age where content’s status has been elevated within the marketing mix and a single channel point of view just won’t cut the mustard. A brand’s magazine needs to be viewed – both editorially and commercially – as part of a connected multichannel customer experience, sitting within a broader content ecosystem,” said Brundle.
Virgin Australia magazine is read by over 475,000 people monthly, which is described in the media kit as “a captive and an otherwise hard-to-reach traveller audience at a time where engagement and the opportunity to influence decision-making is at its highest”.
For more information on custom publishing services, visit the Hardie Grant Media website.