Online proves a powerful pull for female audiences

Online proves a powerful pull for female audiences
Whilst the latest audit figures paint a bleak picture for traditional print media, online continues to gain audience and revenue share

NEW ZEALAND, Friday, August 29, 2008: Recent data from both Nielsen and the Audit Bureau of Circulations shows that traditional media is feeling the effects of the current changing media landscape and that online is growing swiftly as a source of entertainment and information.

The latest ad-spend data from Nielsen for July 07 to June 08 shows that year-on-year overall marketing spend is down 4% and magazine spend has dropped 8%. In sharp contrast, overall online spending is up a phenomenal 63%.

Last week's magazine figures from the Audit Bureau provide some useful insights into the losses and also highlight the trend of falling circulation for many women's magazines, including:

• Woman's Day - down 6.9%
• New Zealand Women's Weekly - down 7.8%
• New Idea - down 7.8%
• Australian Women's Weekly - down 6.6%
• Cleo - down 7.1%
• Girlfriend - down 9.9%

Flossie Media Group CEO, Jenene Freer, is not surprised with the recent batch of figures and believes it is time for traditionalists to take a closer look at their media strategies in response to the change in media consumption.

"The way we are consuming media isn't changing, it's already changed. People have found more relevant, up to date ways to get their information and entertainment. The fragmentation of media consumption is only going to continue," says Freer.

It would appear that the launch of Flossie.com on the 4th of September couldn't be timed better for advertisers and readers.

Freer also says the Flossie network of 17 sites has been proactive and responsive to the changing media landscape.

"When creating Flossie Media Group, we focused clearly on identifying our purpose - we're about connecting women with content and advertisers with women. The channel for making that connection is currently online, but we are positioned to embrace any channel where our audience goes. It will continue to change and we have positioned ourselves to move with it so we can offer the best content for women, where and when they need it most."

ENDS

About Flossie Media Group

Flossie Media Group (FMG) is a female centric masthead network of sites launching on the 4th of September into the New Zealand market. www.flossie.com will bring together the 'Best of the Best' female focused websites to make it easier for women to find relevant content online and for advertisers to reach their female target audience. Not just a portal, Flossie will have her own level of content and by aggregating traffic and showcasing content on other publishers; she'll be able to offer the most comprehensive online experience for women in Australasia.

With a reach of the widest range of online female readers in New Zealand, the FMG network is the perfect media buying platform to help connect advertisers with as many women as possible in just one easy step.

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