Welcome to the first in a regular series of publisher and media profiles MediaScope will be presenting as a showcase of niche and independent media to both advertising buyers and sellers. 

First up is Silke Bader from Avalon Media, which she established in 1999 with offices in both Sydney and New York.  Silke gives us some insights into her publishing company - with specific focus on Bound Magazine - a newly launched international title aimed at the lesbian market.

The gay and lesbian market in Australia is quoted by some sources as being approx 2.5% of our total population and is recognised as a highly lucrative market for advertisers.

You can see more information on Bound Magazine through their premium MediaScope listing here.

If you are interested in profiling your business with MediaScope please contact us.

Publisher: Avalon Media                                                  
Name of Publication: BOUND Magazine
Target Market: Women / Lesbians/ Bisexual
Circulation (Print Run/Readership): 13 000 copies
Frequency: monthly                               

Can you give us some background information on Avalon Media?

Avalon Media Proprietary Limited, established in 1999, is an Australian-based media development and production company, with offices in Sydney  and New York City.

In 1999, the company purchased Lesbians on the Loose, a Sydney-based magazine, which was first published as an eight-page newsletter in 1989.

Avalon Media now produces a range of platforms, delivering content about Lesbians  and their interests through print, digital, mobile phone and webisodes.

Tell us how, when and why Bound Magazine started?

BOUND was launched in Nov 09 it was born out of the need to create a national and international lesbian publication that penetrates the mainstream market - available next to Frankie , Marie Claire and Vogue

Can you outline Bound Magazine's current market position and your forward plans?

BOUND is the only global lesbian magazine on the market - worldwide. While there are other "local" lesbians magazine - none focuses on a global distribution or true international content. We have signed up distribution deals in Australia, New Zealand, Sth Africa, US and Canada. Currently we are working on Europe, Asia and Sth America. We are pushing to have a full global distribution network set up by mid 2010

Tell us about your advertising sales structure? (who sells your ads, your sales team, client base etc)

Advertising sales is all done in house. We are working with clients directly and or with agencies. Our team identifies trends and suitable for potential clients. Our dedicated Business development department provides the sales team with up to date research, surveys and time specific information , which is used to create campaigns involving print, digital, mobile phone, broadcasting and social network.

What are some things you have learned when dealing with advertisers?

In 2009 we found that cost was the major factor for Advertisers and that they did not want to pay for something that has no relevance to their business. We have learned and accommodate to adjust to our clients needs. If an advertiser does not wish to promote in one state or country- we offer plate changes, which will make their advert more targeted to the audience and less expensive. For us - the main focus is to listen to our clients needs  - and provide a solution

What is some advice you would offer to anyone starting a new commercial media business?

Suround yourself with people that have ambitoun, a drive to succeed and the right attitude to make your business work. Even if you have very little cashflow - you can suceed - but you need the right people around you! Focus on your goal and understand that advertising sales is the absolute solution for your media business

Where do you get your advertising and marketing information from?

We subscribe to  prospector, B&T or Adnews, which keep us up to date on current industry events and happenings. Our Business Development department looks out for specific conferences , which we attend if suitable and we joing networking events put on by Publishers Australia

Thank you Silke for your sharing your story. 

See Bound Magazine's premium MediaScope listing.

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