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“That has been done through specialised digital publications and collaborations with other publishers who have a more domestic focus,” says Jamieson.
“For example, [we worked with] the guys at We Are Explorers who have a very big outdoor focus. We’ve done a couple of collaborations with them to build our profile in the domestic travel side of things.”
With potential travel bubbles looming, Grin has also been using its travel expertise to work with international tourism bodies such as Vanuatu Tourism on content marketing.
Prior to the pandemic, Grin offered free advertising in Get Lost to charities that were relevant to their readers. One included a charity that supported refugees in Myanmar. Jamieson says the team decided to keep the initiative going through COVID-19, instead switching the focus to domestic tour operators.
“We offered free double-page advertising to smaller Indigenous- owned and Indigenous experience operators which was really well received,” he says.
Even with international travel off the cards and some domestic border closures, Jamieson says the Get Lost subscriber base grew nearly 30% during the pandemic. This was inline with a rise in subscriptions across travel magazines as people dreamed of their next holiday.
“As people start to come out, they’re going to be thirsty for more content,” he says.
“We’re starting to get to a time where hopefully the advertisers realise that and money will start to flow into the economy again.”
Top 10 Magazine Categories - Print & Digital
Total
Rank
Category
1
Supermarket
6830
2
Mass Women's
6061
3
Food & Wine
5794
4
Home and Garden
5207
5
Motoring Organisations
2659
6
General Interest
2432
7
Business, Financial & Airline
2279
8
Motoring
1984
9
Women's Fashion
1427
10
Television Listings
1230
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