2004 Sappi PICA entries reflect more aggressive marketing focus of mag industry

"We have a total of 258 entries across 35 categories, with 72 first-time entrants received primarily in our newly introduced category for supplements. Six publishers have joined MPASA for the first time, specifically so that they could enter the awards," says Elizabeth Shorten, chairperson of the awards committee. "This year's committee recognised that the supplement is a widely used tool, both for providing more in-depth editorial coverage and for adding marketing value. In recognition of this development, we introduced supplement categories in all the sectors."

According to Shorten, a key trend reflected in this year's entries is the more aggressive marketing strategies being deployed by magazines, as they fight to retain their traditional advertising base against competitor media vehicles that have gained popularity with advertisers as they search for greater 'stand-out' opportunities.

Now in their 35th year, the Sappi Pica Awards are the only industry accolade that recognises all aspects of publishing excellence in the magazine industry. Magazines are evaluated on their editorial and design content as well as the calibre of their total marketing process.

"The marketing element of this year's entries certainly indicates that publishers are facing the challenge by offering advertisers greater value-add. Cross-over marketing is one such strategy, whereby magazines offer advertisers the increased return on investment of an extended brand package. This can take the form of an event coupled with associated exposure of advertising and publicity in other media, as well as in the host magazine. There is also a greater emphasis on intensive consumer research to ensure that target audiences delivered are spot on."

According to Shorten, several changes have been introduced under the new Sappi Pica Awards committee.

"Our principal concern was to elevate the judging process and to ensure that it is completely transparent, fair and unbiased in order to guarantee the unequivocal status of the award. We are determined to take every precaution to ensure that a Sappi Pica Award is the South Africa publishing equivalent of Olympic gold," she says.

For this purpose, a chief judge, award-winning journalist Taweni Gondwe, has been appointed for the first time to oversee the entire process, including the selection of judges, revision of the scoring system and integrity of the end result.
"All of our 159 judges were required to complete a detailed questionnaire that included disclosure of any personal or professional association with the magazines they were assessing. The aim was to ensure as much objectivity as possible," says Shorten.

Other innovations include the expansion of the consumer category in line with the growth of that sector, a refined business-to-business sector and a ruling that magazines may only enter one category per sector. Additional entries may, however, be made in the two traditional award categories - the Philip Tyler Trophy for Innovation in Magazine Publishing, and the Award for Excellence in Magazine Design.

The 2004 Sappi Pica Awards will be held at the Sandton Convention Centre in Johannesburg on 4 November 2004.

For further information see: www.pica.org.za .