Media in Focus - DPS Guide to Aged Care

Publisher: DPS Publishing                                                
Name of Publication: DPS Guide to Aged Care
Target Market: Older People families and carers as well as health professionals and aged care sector
Circulation (Print Run/Readership): 144,000 copies
Frequency: Annual 

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Can you give us some background information on DPS Publishing?
DPS Publishing was established in 1998 to provide accurate information to older people and their families so that they could make informed choices about their care options.

The acronym DPS was the original name, Davids Publishing Service as both owners are David's - on registration as a business we could only register DPS Publishing!

Tell us how, when and why the DPS Guide to Aged Care was started?
The DPS Guide to Aged Care was an annual consumer publication initially for South Australia and was designed to provide both editorial, advertising and a directory to all the available residential and community care services avaialable for older people with care needs.

The publication is now produced in each state of Australia annually and is still the only publication of its type

Can you outline DPS Guide to Aged Care current market position and your forward plans?
DPS certainly has most of the market for the aged care sector in terms of print advertising to a specific market group. The publication is given to older people and their families via a range of Government Agencies who assess and assist people into care.

Tell us about your advertising sales structure?
There are 3 people within DPS who sell the advertising, the MD, Publisher and Sales Executive. We're a small team and the other half of the team do all the production, typesetting, data collection. We have a 95% renewal rate and our sales increase by 15% per annum with new clients coming on board .

What are some things you have learned when dealing with advertisers?
DPS is a professional business and we sell a product that the industry needs. The product is excellent and all the staff believe in its ability to meet the needs of readers and advertisers alike.

The greatest benefit of the website www.AgedCareGuide.com.au is that it quantifies what we have always know and that is the effectiveness of the product.

The website www.AgedCareGuide.com.au is the largest and most active aged care website in Australia. We are audited by CAB and have more than 51,000 unique IP's per month. The website also ranks in the top 0.5% in the world in terms of traffic and usage.

What is some advice you would like to offer to anyone starting a new commercial media business?
I can't really give advice because I only know my business. Its all about having a good product that meets a need and then convincing advertisers that its worth their while. I would discourage discounting or any selling based on price - it is always about benefit and the value of that benefit.

Where do you get your advertising and marketing information from?
DPS has the largest and most accurate data base in the aged and community care sector. We've got dedicated data administrators. Leads come from looking in all manor of media.

What about Electronic media versus Print media - where is it heading?
The benefit of print media is that it is delivered to the reader in a physical form. This means that a glance, look, browse, or read is much more likely. Research shows clearly that readers are much more likely to trash electronic media more often and quicker than print media.

The benefit of electronic media is that it can be less expensive to distribute, contain much more information, is immediate, and can provide accurate statistics to advertisers.

I think that electronic media is finding its place amongst all media types and the value is not in the media format but in the product!

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