Australian Photo Review uses cross-media to drive new initiatives
New strategy uses print and web together to deliver better information for readers.
Photo Review magazine has announced a major change to how it approaches delivering product reviews for Australian photographers using the power of a cross-media publishing model.
The successful magazine treats its website and print edition as a single integrated product. The cross-media solution was developed in partnership with itechne, and is based on the edDesk Magazine Publishing Solution.
From October 2005 the magazine is publishing new product reviews at www.photoreview.com.au as the reviews are completed, rather than waiting for the print edition. This means its product reviews will be published ahead of all other Australian publications. The full reviews are available only to Photo Review
subscribers, Camera House and Dick Smith photographic sales staff.
Photo Review magazine has expanded camera store distribution to include all Dick Smith Powerhouse outlets, and also introduced more pages in print and a new quarterly frequency.
It is clear that Australian photographers want information both online and in printed form, and the new initiatives allow the magazine to better cater
for these needs.
There are increasing numbers of digital photography enthusiasts searching online for information, in particular for new products, as seen by the large number of photographers already visiting the Photo Review site every month.
Market research indicates that, especially for enthusiast-level photographic products, key sources for information are magazine reviews, research on the internet, store staff recommendations and word of mouth. The new Photo Review communications strategy directly impacts all these sources.
The website is available at:
http://www.photoreview.com.au