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Opinion
How to debunk media myths
In this post, UWS’s Ullrich Ecker, John Cook and Stephen Lewandowsky argue that cognitive science can help PRs form strategies in managing media misreporting.
A growing cohort of commentators has bemoaned the descent of contemporary political “debate” into a largely fact-free zone.
How about simply focusing on what consumers want?
In this guest post, Peter Mountford argues that brands should think more about what is really going on for consumers
Who here is hoping their favourite brand of toilet paper is going to be organizing a flash mob on their way home from work today?
What the Optus web copyright victory means
In this analysis first published on The Conversation, RMIT’s Marita Shelly examines the implications of Telstra’s defeat over the online rights to the AFL broadcast deal
This week’s Federal Court ruling that Optus customers are able to view sporting matches minutes after they are streamed live without breaching copyright is a landmark decision that alters our understanding of copyright law, and has significant implications for the AFL’s broadcasting rights deal.
Does Gina Rinehart’s bite of a chunk of Fairfax make her an oligarch?
In an article that first appeared in The Conversation, Mark Rolfe wonders whether the mining magnate’s move could turn Fairfax into something resembling America’s Fox network.Australia’s richest person Gina Rinehart has moved to increase her stake in Fairfax Media, owner of The Age, Sydney Morning Herald and a number of radio stations. Rinehart has already shown her desire to play a role in public life, campaigning against former Prime Minister Kevin Rudd’s aborted mining tax. She has also demonstrated a willingness to make media investments to ensure her pro-business worldview is promulgated.
What does this latest move by Rinehart mean?
Gillard's Australia Day crisis
PM Julia Gillard’s media adviser Tony Hodges has been forced to resign over the Australia Day tent embassy debacle.
It came after it emerged he had revealed opposition leader Tony Abbott’s whereabouts, leading to both politicians being rescued by police in ugly scenes.
Mumbrella editor Tim Burrowes and advertising practitioner Jane Caro debate the topic on Weekend Sunrise’s masters of Spin segment:
The biggest cock-up I made in business
In this guest post, Chris Savage urges agency staff to live the brand.I still shudder when I think about how incredibly stupid I was when I made the biggest stuff up of my career. And then, 18 years later, I did it again. Do not make this mistake with your clients. Ever.
Hey Groupon. Thanks for fucking up email
In this guest post, Daniel Monheit warns that group deal overload is devaluing email marketingEmail marketing used to be fabulous. Back in the heady days of 2010, brands would work hard to build up well qualified databases, upon which they’d bestow carefully crafted correspondence filled with information, offers and incentives. The recipients, of course would be delighted: “Oh look! An email! From one of my favourite brands! And it’s 40 cents off at Woolies this week!”.
The staggering sway of Harold Mitchell
The Power Index today names Aegis Media chairman Harold Mitchell as the most powerful person in Melbourne. Andrew Crook profiles him.
Harold Mitchell takes pride in dispensing with the niceties. When The Power Index visited his South Melbourne private office before Christmas, fresh remains were scattered all over the boardroom table.
Share a Coke with… the moronic masses
The most-read story on Mumbrella last year, with not far off 100,000 page views, was a fairly humdrum yarn about the launch of Coca-Cola’s name-on-a-bottle campaign.The headline, “Coca-Cola puts people’s names on bottles in ‘Share a Coke’ campaign”, though hated by any self-respecting sub-editor, was loved by Google. And in rushed what can be politely described as the public.
Assumptions kill creativity
In this guest post, Gual Barwell disagrees that the sales success of the Old Spice social media campaign was overstated.Yesterday’s post from Cathie McGinn suggested the Old Spice campaign failed to connect with consumers. Based on the facts and figures, I disagree.
What Old Spice and Wieden + Kennedy has done and done phenomenally well is to create a franchise.
The SMH's readers (are wrong) editor
We are now about five months into the reign of Australia’s first readers’ editor. And I don’t think it is working.
It struck me at the time of Judy Prisk’s appointment to the Sydney Morning Herald that the fact that her boss was editor-in-chief Peter Fray was not going to be ideal if she was going to be the independent voice of the reader.
The emperor's new fragrance: Old Spice’s campaign failure
In this guest post, Cathie McGinn slays a sacred cow of 21st century marketing – the highly awarded Old Spice campaign.One of the biggest myths of recent times (by which I mean a story of great heroism and triumph we’d all like to believe but deep down know to be untrue) is the Old Spice social media campaign. It’s been much lauded and awarded as an example of outstanding content, a creative and collaborative way of connecting with consumers and driving a record increase in sales.
How reliable are radio ratings?

In this guest posting, Jason ‘Jabba’ Davis wonders how accurate radio ratings can be, since the data is collated from handwritten diaries.
So, the radio ratings season gets underway tomorrow. After a well-earned break, Australia’s commercial radio stations will renew their obsession with figures to see how many of us are listening. Are they winning or losing the ratings war?
The much feared radio survey is the only way to measure the success or failure of a station’s playlist, talent, promotions or even good old Black Thunder crosses. With six-figure salaries riding on the make-or-break nature of ratings, just how accurate are Australia’s radio survey results?
One-eyed Willy’s rich stuff: brands as movie heroes
I have just spent an entire day on a plane. I can’t sleep on flights, even after heavy sedation. So I watched seven films, back to back. Most of the new ones were truly awful and I couldn’t finish them. So I watched an old favourite, The Goonies. I have probably watched this film more than 200 times since I was a kid. But this time, with work in the back of my mind, one thing stuck out – how much brands were the stars of the film.The gospel of participation is making brands forget about mass reach
In this guest post, Simon Lawson argues that brands are becoming obsessed with getting consumers to participate, rather than remembering to deliver mass exposure.I don’t know if you’ve noticed, but a lot of brands are wasting significant amounts of time and money on ineffective marketing. Large sums are being put behind tactics which end up being too small to have much chance of influencing total brand preference.
ABC boss who approved Chaser sketch loses title, keeps job
The ABC editor who allowed The Chaser’s controversial dying kids sketch to go to air has been removed from supervising the corporation’s comedy output – but has kept most of her job.
In a statement late this afternoon, ABC managing director Mark Scott said that Amanda Duthie had made “an error of judgement”. He said that she will retain responsibility for arts and entertainment programming but no longer be head of comedy too.
The Make A Reasonable Wish Foundation sketch generated widespread outrage after being broadcast last week. Early this week Duthie took responsibility for previewing the material and confirmed she had not referred it upwards.
Scott said: “The segment should not have been broadcast. We recognise that it caused unnecessary and unreasonable hurt and offence to our viewers and the broader community and we have apologised for this. We have determined this was not a breakdown in our editorial policy processes but rather an error of judgement.”
He added: “Where staff are concerned about the potential for satirical material to cause harm they should refer the matter to the next level of management. In this instance, the Head of Arts, Entertainment and Comedy reviewed the segment and did not refer it up. This was an error of judgement.”
ABC TV’s executive head of content creation, Courtney Gibson, will now take direct responsibility for comedy programs until a new head of comedy is appointed, the ABC said.
Dr Mumbo
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Comments
10 Jun 09
6:51 pm
It’s not just her title that she’s lost. She’s had part of her job taken away.
This bureaucratic, fearful reaction shows how badly we need to have alternatives other than the ABC. Why not give the people who were offended by the sketch 30 minutes of airtime to say why they think the Chaser boys are arseholes instead of this gutlessness?
10 Jun 09
6:57 pm
Only at the ABC could you get fired and still keep (most of) your job.
Let’s hope there are no judgement calls to be made in arts or entertainment then.
10 Jun 09
7:14 pm
Jeeesus,
how much fuss about a joke in poor taste. There are plenty of genuine things in the world that need fixing.
The whole saga has been pathetic.
10 Jun 09
8:38 pm
There is a big difference between losing your job and changing to the title on your business cards.
11 Jun 09
10:03 am
Good on The Chaser boys for pushing the boundaries and keeping Aussie TV interesting.
11 Jun 09
10:11 am
John
The issue is the impact that the “joke” has on kids that would have used Make A Wish. The problem is that now many kids may second guess themselves when it comes to making a request.
It is an important issue. Sensationalised yes, but if the issue had been ignored and the ABC had not been held accountable, that would have been far worse.
11 Jun 09
10:49 am
There’s an interesting debate about this happening on the ABC’s news page at the moment:
http://www.abc.net.au/news/sto.....594729.htm
Some of the interesting points being made:
* There are quite a number of people saying that even if the skit was a mistake, Duthie doesn’t deserve to lose even part of her job for making a single mistake. Vetting the Chaser is obviously a difficult job.
* What does this mean for other ABC managers who make a single mistake?
* Why did Media Watch decide to go after the middle manager who made the judgment call on this program, when the Chaser team and Mark Scott had already claimed responsibility for the show going to air?
11 Jun 09
11:15 am
Hi Matt,
Thanks for your comment, and for the link.
I’m not sure I agree with the “single mistake” argument.
The senior management of the ABC aren’t being paid for the days when everythng is going smoothly, but to occasionally make a critical judgement call.
Just like ariline pilots or surgeons (although it’s not life or death), they earn their money on making the right decision when the crucial moment arises.
We still don’t know the whole story. Pesonally, I’d love to know whether letting it through was a finely weighted debate (I’m guessing not, as it wasn’t referred upwards) or something more casual. But I’m assuming that the ABC will share its findings at some point.
This demotion looks somewhat cosmetic. With the exception of The Chaser, as far as I can see the ABC currently has no locally-produced comedy output in its peak schedule (I assume Spicks & Specks counts as Entertainment).
Cheers,
Tim – Mumbrella
11 Jun 09
11:34 am
hi mumbrella, Locally-produced comedy also includes Lawrence Leung, Summer Heights High, Review with Myles Barlow, etc etc and other projects over the next year… Its not quite as cosmetic as you imply.
11 Jun 09
11:52 am
Thanks for your reply Mumbrella.
I’m not sure I see the correspondence between surgeons, airline pilots and ABC middle managers. Let’s face it, no-one died as a result of that Chaser skit going to air!
But it’s true that ABC management needs to be there to make a critical judgment call. The assumption I’m making is that somewhere over the past few series of the Chaser, Amanda has made that judgment call. Surely the Chaser have tried to push the boundaries too far before, yet there’s never been an outcry like this one. That suggests to me that Amanda Duthie would have made a number of critical calls before now.
In fact, given the nature of the Chaser, she was probably making them every week, yet this is the only time one of their skits has blown up in her face.
Also, it’s difficult to understand how she could be expected to know that skit would prove too controversial when, as Media Watch itself showed, similar skits have played out on Australian TV before, with barely a raised eyebrow.
The ABC has been pushing the boundaries with its comedy in recent years, and I can only assume that Amanda Duthie has played an important role in nurturing the Chaser, Chris Lilley etc (in fact, I’m pretty sure I recall reading an article or two saying how crucial Amanda has been in nurturing talent like Chris Lilley). Surely her good judgment over that period counts for something in terms of counteracting “one mistake”, as I put it.
11 Jun 09
12:13 pm
Just like ariline pilots or surgeons (although it’s not life or death), they earn their money on making the right decision when the crucial moment arises.
I’m not sure that this analogy is helpful. We do not ask our airline pilots to be innovative – we ask them to be reliable. Keep your fancy new moves for practicing in a simulator. However we (alright, I) want the ABC to be innovative as well as reliable. That entails making mistakes. I think a KPI for a Head of Dept @ the ABC should be a minimum number of complaints per programme. If some people aren’t offended then you aren’t trying hard enough.
Regarding the Chaser, I thought the sketch wasn’t that offensive but I’ve been reallydisappointed by many of the sketches this season. Would the outcry have been so loud or the punishment have been so harsh if the rest of the sketches were delivering in the laughs dept?
11 Jun 09
12:29 pm
Thanks Matt Moore… said it (much) better than I managed to with regard to the airline pilots and surgeons.
I agree the Chaser hasn’t been as funny this year. It’s a difficult gig to sustain, especially now that they’re so well recognised on the street. They simply can’t keep doing what worked in earlier seasons because they couldn’t get away with it today.
Although I strongly disagree with the decision to dump Duthie (although, as Mumbrella points out, we don’t know exactly what happened), I also find myself agreeing at least partly when reading the contribution from “Jack Robertson” at the end of this Crikey story.
http://www.crikey.com.au/2009/.....edy-chief/
11 Jun 09
1:31 pm
Hi Matt & Matt.
(Good link to the Crikey commenter by the way).
I’m not sure we are talking about a single misjudgement. There was at least one sketch in that night’s effort that could also have created offense.
And more so the previous week, which featured the lynching of a black woman. Like the dying kids sketch, it went far further than it needed to in order to make the joke, such that it was.
But on my other point, which I didn’t make particularly well, is that you get people in certain roles who put in a huge number of flying hours where nothing much happens, so that they are equipped when thecritical moment arises. At that point they’re either up to it or they aren’t.
Cheers,
Tim – Mumbrella
11 Jun 09
2:26 pm
Tim,
I’m sure there are some ABC managers who’ve put in a lot of ‘flying hours’, as you put it, but Amanda Duthie doesn’t strike me as one of them.
She’s widely credited as being jointly responsible for commissioning and helping to foster some of the highest rating television on the ABC in recent years, as well as making jtv a reality.
I don’t know her by the way, but do recall reading a profile of her and Courtney Gibson in the Australian not so long ago. In fact, I just Googled it. Go check out the story; it might help put your ‘flying hours’ theory to bed.
http://www.theaustralian.news......94,00.html
11 Jun 09
4:33 pm
And more so the previous week, which featured the lynching of a black woman. Like the dying kids sketch, it went far further than it needed to in order to make the joke, such that it was. Yeah, it wasn’t particularly funny, was it? A sick laugh to try to spice up a lame “pink Klan” gag.
I was actually wandering round ABC HQ this lunchtime (mumbling into a meths bottle & dodging the security guards) and who should spring out of the lift but The Chaser crew with a camera gang behind them so they’re still at it. But to be honest I wish they weren’t. I really want them to go down the Chris Morris route (ever more surreal, ever more offensive) but that would mean ditching ABC prime time & losing the majority of their fanbase who see them as “cheekily satirical funsters”.
Their current output is really a coded cry for help. A desperate plea to be put out of their light entertainment misery. Do it, ABC, pull the plug.
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