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A Green future for Publishers Australia

Thursday, 01 March 2012
By Print 21 Online Article

Although print volumes might have slumped with some of Australia’s big publishing players making the move to digital, the newly appointed head of Publishers Australia believes the downward trend will be short-lived, with print remaining stable and possibly increasing over the long-term.

“I don’t think print is dead. It might slow down for a while, but it will come back,” says Matthew Green (pictured), who was appointed this week to take over as general manager of the Australian magazine industry’s peak body from 19 March.

Green, who is leaving his role as managing director for IT company Creative Folks does, however, concede that a clear digital strategy is vital for the future of the industry, especially for smaller publishers.

“They really do need to get their heads around what works best for them, how much to invest, and how they can quantify what they’re getting back,” says Green.

With his background in IT, he believes he can help build a bridge between industry suppliers and publishers, providing the latter with the knowledge information to help develop the most appropriate business partnerships

“What I can offer to the members are introductions and explanations of what is available,” he says. “It’s a big black hole at the moment and no one really knows exactly what they should do – a lot of smaller publishers have a lot of questions.”

This is a sentiment echoed by Publishers Australia chairman, Geoff Hird, who says that Green’s experience in publishing technology will allow the peak body to stay at the forefront of developments within the industry.

"Matthew has been a long time supporter of the association and has experienced firsthand the benefits of both membership and sponsorship,” says Hird. “Add to this 20-plus years working with publishers on their ever-changing technology needs and proven operational and business management skills, and we have someone who can bring a new dynamic and drive to PA.”

As general manager, Green will be responsible for developing member services, growing membership and increasing the organisation’s industry profile. Key events in 2012 include a Media Sales Roadshow across three states in March and Magazine Week and the Excellence Awards in November.

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