AIW wins new 800,000 fortnightly title

Eschewing the digital drive GOxplore is launching a new fortnightly printed magazine with a massive 800,000 run length.

Melbourne’s AIW Printing has won the contract to print the title, with Salmat coming out on top as the distributor.

The magazine will be printed in full colour, and distributed to 800,000 letterboxes in Melbourne and Sydney. First run is as a 16pp issue, second is 32pp, with the publisher aiming for 48pp.

It is the biggest new print magazine for some time, with the print industry hoping that it foreshadows other publishers putting money back into print.

The first issue of GOxplore has just been printed by AIW, and will be dropping into the 800,000 letterboxes in Melbourne and Sydney this Saturday July 30, and says the publisher, will be inspiring people up and down the east coast to lock in their next holiday.

Expanding on its knowledge of targeted magazine delivery, starting this Friday, GOxplore will also support each issue through a dedicated social media campaign – developing additional targeted content to support the magazine. 

CEO of the publisher Toby Hines says, "The aim of the magazine is to drive traffic to the websites of our customers." Many of those customers are currently advertising in the travel supplements of Fairfax and News' weekend editions, however Hines says, "We have twice the reach for half the price."

The publisher chose AIW thanks to a long standing relationship, and particuarly for its 80pp Goss presses, Hines says, "If we get up to 48pp or even 64pp we need considerable firepower to produce 800,000 every fortnight, or more as we are aiming to launch in Brisbane by early next year."

Salmat got the gig thanks to its advanced demographic data, the magazine will only be distributed to households that spend decent money on vacations.

AIW is known for investing in new technology, both hardware and software. When it was founded in 2002 it was the most automated heatset plant in the country. It runs massive Goss presses. It has also developed smartphone app for its customers.

With a turnover of more than $100m, AIW is the fourth biggest web printer in Australia after PMP, IPMG and Franklin Web. Richard Clark, son of retired founder Peter Clark, stepped up from chief operating officer to become CEO a year ago. At the same time Peter Scanlon took 100 per cent ownership of the company. Scanlon though operates as an arms’ length investor, despite his family’s lengthy history in print. They sold their Brisbane business to Geon at the height of the private equity influx, but kept the building with which the business had a lease.


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