Australia Post
Number one Priority
Edge began publishing Priority in 2009 and immediately overhauled the look and content to ensure each issue was engaging, inspirational and relevant for business of all sizes, particularly SMEs. Case studies, profiles and advice from leading business experts provided personal insights (popular with readers) and an ‘authoritative’ voice, further enhancing the 72-page magazine. The successful relaunch was evidenced not only by the recognition that Edge received for Priority in the 2010 Publishers Australia Excellence Awards (runner up in the Custom Magazine of the Year category), but also by research commissioned by Australia Post that shows Priority helped to enhance the organisation’s brand and was regarded as an impressive value-add service for business customers.
Due to the evolving communication needs of Australia Post, the information delivered within Priority has been rolled into the company's small business area and can now be accessed via Australia Post's online portal.
Numbers tell the story
89% – of readers believe Priority is an easy-to-read, well-written, quality magazine
57% – of the target audience read all or most of Priority
2 in every 5 readers retain Priority for longer than a month
70% – of readers are likely to recommend Priority to colleagues/friends
Stamp of approval
For both Australia Post and Edge, there is no greater testament to the success of the magazine than the satisfaction of its target market. Here are some samples of feedback from Priority readers…
“The quality of the articles has been first class … the tips and ideas offered by your featured clients have been very constructive. I lecture in Marketing and Business Management and many of my students up and down the mid-north coast [of NSW] have subscribed over the years as they, too, see it as the best resource available.”
“I think it’s kind of like a little ideas factory. I don’t think I’ve ever picked up Priority and not pulled one or two articles from it.”
“It is well written. It manages to put a bit of energy and make direct mail and [Australia] Post cool somehow.”
A perfect fit
Priority has been, one of the key priorities for Edge senior sub-editor Helen Eva since 2009. Having edited numerous custom and consumer magazines over the past 20 years, including many business publications, Helen has relished the opportunity to work closely with a client who is as passionate about top-notch editorial and appealing design as she is.