getaway
DESCRIPTION
Presentation on media evolution by Cameron Ewart Smith, Editor of Getaway magazine at the E-Tourism Summit 2010 in Cape TownTRANSCRIPT
Five quarters of the orange
A travel magazine’s journey to the future
Cameron Ewart-Smith
www.getaway.co.za
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
Brand Vision and Mission StatementGetaway'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
``````
“If I do my job right you’ll have better memories.”
www.getaway.co.za
www.getaway.co.za
www.getaway.co.za
www.getaway.co.za
www.getaway.co.za
Getaway Books
www.getaway.co.za
Getaway Adventures
www.getaway.co.za
www.getaway.co.za
www.getaway.co.za
www.getaway.co.za
www.getaway.co.za
The Future?
www.getaway.co.za
3.5 million… conversations …
Printed magazines
Websites Social networks
eNewsletters Mobisites Blogs
9184
42
61
20 21
Platform usage
80%access internet EVERY DAY
39%vs AMPS
Total Ad SpendPast 5 Years
Source: Addynamics Sept 2005 – Aug 2010
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 20100
5,000,000,000
10,000,000,000
15,000,000,000
20,000,000,000
25,000,000,000
30,000,000,000
19,072,173,738
22,431,395,96324,256,391,273 24,201,706,937
27,079,375,803
TOTAL AD SPEND IN RAND
+42%
+12%
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
2,000,000,000
2,100,000,000
2,200,000,000
2,300,000,000
2,400,000,000
2,500,000,000
2,600,000,000
2,700,000,000
2,800,000,000
2,279,512,386
2,570,423,574
2,718,862,703
2,595,665,795 2,601,354,453
TOTAL MAGAZINE SPEND IN RAND
Magazine Ad Spend
Source: Addynamix Sept 2005 – Aug 2010
+14%
+0.2%
Internet Ad Spend
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
0
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
151,756,819
234,878,933
366,440,338
418,774,450
543,891,780
TOTAL INTERNET SPEND IN RAND
Source: Addynamix Sept 2005 – Aug 2010
+258%
+30%
www.getaway.co.za
Which statement best describes your approach to planning a holiday.
www.getaway.co.za
Which of these holiday information sources do you tend to rely on the most
www.getaway.co.za
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
How much do you enjoy reading/getting information from
www.getaway.co.za
Which activities do you often do online?
www.getaway.co.za
So print titles are finished … right?
WRONG
www.getaway.co.za
Are you reading printed magazines …. than previously
www.getaway.co.za
_x0008_J-
Mar'06
Jul-Sep
'06
_x0008_J-
Mar'07
Jul-Sep
'07
Jan-M
ar'08
_x000b_Ju
l-Sep
'08
Jan-M
ar'09
_x000b_Ju
l-Sep
'09
Jan-M
ar'10
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
Overal ABC performance vs travel category performance
TravelTotal
www.getaway.co.za
Worldwide, magazine readership is
NOT
in decline!
www.getaway.co.za
25 October 2010 Facebook fans – 18,203 fans
25 January 2010 Facebook fans – less than 2,000
Eight months later
www.getaway.co.za
www.getaway.co.za
www.getaway.co.za
www.getaway.co.za
www.getaway.co.za
www.getaway.co.za
www.getaway.co.za
www.getaway.co.za
www.getaway.co.za
The Future
?
www.getaway.co.za
www.getaway.co.za
www.getaway.co.za
www.getaway.co.za
So what is going to be the role of editors in future?
