Building community, one page at a time

For two years, DIRECT magazine has explored the dimensions of the direct marketing industry in Australia. During that time, we have charted the shifting landscape of the many channels and media that make up the DM communication matrix. We have written and reported on the individuals and developments that make news. Mostly we have tried to engage with all of you who constitute the so-called ‘below the line’ direct marketing community.

In the process we have made many friends, attracted subscribers and fielded criticism both good and not so good. We have benefited from your suggestions as to what DIRECT magazine should be about and where you think we should direct out attention. We welcome your continuing commentary.

One of my beliefs is that magazines help build community. They provide a space for meeting and discussions, along the lines of the village pump, where people gather to share news and views. Magazines introduce people to their wider community, opening communication between groups that may imagine they share nothing in common. In DIRECT creative marketing directors rub shoulders with copywriters, list brokers share pages with mail house operators, digital printers with data managers … the whole panoply of skillsets and talents that go to make up the vital DM community.

So far, so good … but in an internet age a magazine without a website is only half a medium. Today we add the required contemporary publishing synergy for DIRECT magazine in www.directmag.net.au a vital and open website dedicated to servicing the information needs of the Australian direct marketing community.

At a time when the future of all forms of publishing is in turmoil, the relative importance of the twin media – magazine and website – is a moot point. For the eager wired-in digital maven the website is the starting point; for the magazine reader it is likely to prove a useful complement and news site.

In a multi-channel world media is a matter of choice. I like to think it is not a matter of either/or.

We trust you will enjoy both the magazine and the website.

Patrick Howard

Publisher, Blueline Media