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Tu Mai Magazine Goes Online

Fuseworks Media
Fuseworks Media
Tu Mai Magazine Goes Online

Tu Mai Magazine - New Zealand's leading indigenous lifestyle magazine, has made the big and bold move into the digital world.

Although Managing Director and editor, Ata Te Kanawa sees the move as more logical than bold. "Publishers have been aware for a long time that the online option to print was going to change the industry forever."

And to demonstrate an embracing of the digital era and its technology, the 11 year-old Publishing House is offering the online e-magazine free. "For years, community newspaper s have prospered with free distribution and secured community saturation as a result. "

Adding, "the 'free' formula is therefore neither new or radical but the internet is all about getting information easily, quick and ultimately free, so we want to be quenching that thirst for our readers."

Revenue is generated through advertising sales and the most critical difference for advertising clients when comparing print to digital is the ability to measure consumer readership and engagement. Something TU MAI's new Digital Editor, Kane Salanoa says has never been accurately available in print.

One of the most experienced agency media professionals in Wellington, Maureen Tahere of Total Media says the measurability of a digital format provides greater accountability for clients' return on investment. "We look forward to engaging with audiences that are often hard to reach in traditional media".

Salanoa says TU MAI is looking forward to including interactive add-ons. "YouTube linking, videos clips, music, and even clips from interviews or photo shoots can be imbedded in the digital file as well as direct links to advertising or editorial client websites. Capability and global reach increases exponentially, it's that simple and actually, advertisers can even monitor hits to their websites themselves."

TU MAI is available for anyone to browse online for free, just as though they were reading the printed version. By 2011, TU MAI will also be an ipad application through Kiwa Media's growing Q'Book stables.

Established in Hamilton in 1999, TU MAI Media Plus Ltd relocated from Hamilton to Wellington in 2008, and is now cementing its' place as the number one indigenous online vehicle for portraying a vibrant, indigenous Maori Community. "With a hundred plus print editions under our belt, it's time to step it up a notch. We are committed as ever to produce a vibrant publication that is tech savvy," says Salanoa.

And after a week online, the response from readers, advertisers and agencies alike has been predictably positive. "Our subscription base alone has quadrupled in less than a week, and responses are coming from a combination of social media sources including multiple platforms like Facebook and twitter, but this is what the landscape looks like now," says Salanoa

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