Case study

Opinion Media

The Opinion Media team developed a web presence for their publications and now reach a wider audience and better connect with their target demographics
Case study

Opinion Media

The Opinion Media team developed a web presence for their publications and now reach a wider audience and better connect with their target demographics

When Rip It Up first went digital we received 120,000 visits in the first year (with 40,000 unique visitors). Within one year, our readership expanded to 250,000 visits with over 100,000 unique visitors

Based in Adelaide, South Australia
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8
full time employees
6 
part time  & casual employees
$1,5 million
approx annual revenue
Growth has remained steady during transition to online

The challenge

Manuel is the Managing Director/Chief Executive of Opinion Media and has been at the business since it began over 20 years ago. Together with his colleagues, Jess (Digital Manager) and Kristy (Human Resources Manager), this group looks after the day to day operations of Opinion Media. Opinion Media has several publications, including Rip It Up – a website with music, culture and entertainment content targeted at people aged 16 to 40.

Opinion Media noticed the media landscape was changing rapidly and they wanted to ensure their publications would remain relevant. In particular there was a clear shift by their customers online, with 60 per cent of their readership consuming content on mobile devices. Opinion Media realised that they needed to respond.

The solution

Opinion Media developed a web presence for all of its publications. The aim of this strategy was to both retain their readers and further to attract a broader and larger readership to grow its market position.

Jess led this transition and used several tools to ensure that the process was smooth. She used Responsive Web Design so that readers would be able to access Rip It Up on their computers, tablets and smartphones. Jess also used Campaign Monitor, an online email marketing software designed to help Rip It Up contact its broad readership. In addition, Opinion Media used Google Analytics to record and monitor visitors to Rip It Up’s website.

The benefit

Jess and Manuel agree that the cost of these changes (approximately $20,000) was trivial when compared to the commercial benefits they have achieved. Rip It Up now has a readership of approximately 100,000 unique visitors, which is 150 per cent larger than before it made the changes. These changes have also been particularly important in facilitating Rip It Up’s move to a digital-only platform in April 2014.

Jess found that Google Analytics helped to measure the public’s interest in specific pieces of content by tracking what customers read and at what points they enter and exit the website. These insights are invaluable because it helps them understand what appeals to readers and guide the type of content to produce in the future. Moving to an online only model has also allowed Opinion Media to report on topical issues rapidly. This has further expanded the publication’s reach:

We are now able to reach our target demographic on a daily basis and engaging with them on mobile devices has been critical.

Opinion Media is now in the process of transitioning another of its publications to a digital platform to complement the printed format.

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