The move is in response to industry feedback that indicates a desire for longer, more deeply researched content in addition to the current offering.
"Brand Report, which will be introduced in the Jan/Feb 2007 issue over a minimum of 20 pages, will drill down into specific issues concerning the building and marketing of brands," says Di Paice, publisher and editor of the magazine. "This is in line with our strategy of increasing our presence within the corporate market."
To reinforce this drive, Brand is aligning itself with targeted conferences and events to strengthen its position in the brand-building arena.
"As brand-building straddles business and marketing strategy, we have formed partnerships across the spectrum in order to raise awareness, actively putting Brand into the hands of the industry's decision makers," says Paice.
The move marks an expansion of editorial content, and Brand will continue to carry its in-depth coverage of media and markets, and showcase the best of visual communication.
The magazine's distribution has a 45% corporate readership, effectively reaching the people who influence where advertising is placed and how marketing is conducted. About 8% goes to communications and marketing personnel in Government; the remainder goes to agencies (30%) and media owners (16%).
Brand differentiates itself through its content and target market, being a business magazine that bridges the gap between creativity and bean counting, and has an ABC-audited figure of 3241.
