With changing trends, open your door to business growth

Mornington Peninsula Magazine believes now is the time for us to take the lead and inspire our clients with strategies for media-led business growth.

The advertising landscape is changing, especially with the backlash against social media. Brian Gallagher, the chairman of Boomtown, a media agency established by media owners, said a recent study pointed to an increasingly strong appetite for regional advertising. It found regional advertising gave access to valuable local audiences, with less competition from other advertisers.

Advertisers see regional advertising as offering access to local audiences and a greater share of local brand awareness, delivering local reach. They believe it’s a valuable resource for their businesses.

These attitudes demonstrate that local media is a major media market in its own right, reaching valuable, high-disposable income audiences in an uncluttered environment at scale. It delivers return on investment because of its:

• Cost-effectiveness and value

• Targeted reach and engagement

• Comparable power to metro markets

• Emphasis of the importance of regional markets to major advertisers

• Relevance and connection to the community

During the past decade, media and society has changed at a rapid and turbulent pace.

Social media platforms aim to reflect a community, but communities are more complex, diverse and multifaceted than these platforms can embrace. The online scatter pattern does not work to give local reach. People are also sick of every move they make online being tracked.

That’s why media such as Mornington Peninsula Magazine is more important than ever: it maintains ethical principles of fairness and objectivity, and it publishes a wide range of views in an interesting lifestyle format. A magazine does not track you, either.

The Mornington Peninsula and Frankston sit on Melbourne’s ‘fringe’, a term that refers to niche or unconventional segments of the market that exist outside the average consumer base. But people on the fringe are often the source of exciting innovations, breakthrough ideas and new trends.

There is a need for journalism that is not agenda driven, that covers a wide range of views and commentary with fairness and integrity. With growing distrust of online media platforms and social media, it is time to really look again at what a media platform that includes a print edition can be to a community.

We feel Mornington Peninsula Magazine has contributed to building a strong and inclusive society on the Peninsula and in Frankston. It has been a vehicle for business to be showcased, community leaders identified, and environmental and social issues explored – all in a fun and exciting ‘funky square’ format.

Join us as we head into our 151st edition serving our community and reflecting its views.