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Opinion | Features
My memo to your boss
So let me guess?
You really want to come to Mumbrella360, but you’ve got to justify the time and cost to your boss?
Good news! I think I can help.
Woz not great
In this guest post Tony Prysten argues that the thousand dollar price of seeing out-of-touch Apple co-founder Steve Wozniack on his Australian tour was a waste of money.
This week, for the cost of two iPads (yep, two) I went to the Woz Live conference in Melbourne. I was not impressed.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
According to industry experts Encore spoke to, the key elements that define transmedia can be summarised as follows: platform, time, audience, adaptation, and creative collaboration.
Innovation is the remedy for the ailing magazine industry
With magazine circulations plummeting, FHM closing and rumours rife on future ownership of ACP Magazines, Paul Merrill says the only way forward is launching new titles.Eight years ago in the UK, nearly a quarter of all magazine sales came from magazines that were less than four years old. In Australia, the figure was slightly lower, but still significant. Today, the situation is very different. For a start there are so few new magazines. Yes, Masterchef briefly flared, and Top Gear made an initial impact. But Grazia and Alpha fizzled, and now ACP has shelved their plans to launch Elle.
More than a game: broadcasting the Olympics
The 2012 London Olympics will be the biggest televised sporting event of our time. Brooke Hemphill discovers the logistical challenges and technical requirements of producing the event.
From July 27 to August 12, the Australian media will go sport crazy as the Games of the XXX Olympiad, aka the 2012 London Summer Olympics, unfold. The games will be the most televised sporting event of our time as broadcasters look to master every manner of technology at their disposal.
The Voice - Australia's best example yet of social TV
In this guest post, Sputnik’s Rodd Messent has a theory on why audiences have taken to The Voice .I am an addict of Channel Nine’s hit show The Voice. Such is the extent of my addiction I seriously think my housemate might kick me out of our apartment for the semi-frenzied yelling and tweeting that ensues in our lounge room each time the show airs.It’s the first time in almost three years that such disagreement has resulted in less than civil behaviour towards one another, and it’s made me think it might be a microcosm of the large volume of online debate about the show and, correspondingly, an explanation for its success as a social TV experience.Why brands are the US Army - and culture jammers are the Viet Cong
In this guest posting, Dave Burgess, who painted ‘No War’ on the Sydney Opera House, claims that ‘amoral’ advertisers have copied his idea.
Culture jamming is a 28-year-old term coined by the San Francisco-based band Negativland, who declared that the ‘Studio for the cultural jammer is the world at large’.
Branded content is dead. Long live branded content
In this guest posting, Anthony Freedman argues why branded content is making a comeback.
A few short years ago, probably concurrent with the advent of the PVR, a new term emerged within the marketing communications industry; branded content. This was really synonymous with advertiser funded TV shows where programming was created by brands and deals struck with networks to broadcast them.
There were varying degrees of success with this model.
Shock advertising: 30 ads that would give Australia's ad watchdog a coronary
Is shock an underused weapon in Australian advertising, asks Robin HicksToday, Sydney agency The Cabana Boys used an image of a mouth sewn together to shock people with the idea that problem gamblers lie to conceal their habit. Is it the most disturbing image ever? No. Will it get banned by the Advertising Standards Bureau? No. But it did make me wonder why shock is not used more often in Australia – and not just by charities and government bodies. (WARNING: NSFW)
The making of ratings blockbuster The Voice
Jason Mountney goes on the set of Channel Nine’s talent search series, The Voice, to see how the format, based on an international franchise, has come together. What ingredients have gone into making this certified hit that’s rated more than two million viewers on three consecutive nights?
Mike Goldman has one of the toughest jobs on the set of the Nine network’s new talent show, The Voice. He not only has to narrate the show, but also keep the audience from losing their enthusiasm as they realise shooting TV programs takes a lot longer than the one-hour bursts they see in their lounge rooms. A lot longer.
Nine problems stopping The Global Mail from getting an audience
While it’s a shame The Global Mail has failed to make an impact on the media landscape, the signs have been there for some time.I love the concept of a well resourced, philanthropically-funded independent news site. Anywhere in the world, that’s a rare and wonderful thing. In Australia even more so. So I hope that Grame Wood gets to see his investment make a difference.
And I have no inside info on whether Monica Attard’s sudden departure is linked to the site’s failure to find an audience so far.
Regardless, here are nine areas they can easily start to address:
Journalism’s new model?
Does the launch of philanthropically funded news site The Global Mail signal a new era for journalism or is the model destined to be a passing fad, asks Cathie McGinn in this article first published in Encore magazine.With little fanfare, philanthropically funded news site The Global Mail launched in February this year.
The online-only title received a generous five-year funding commitment from businessman Graeme Wood, founder of accommodation website wotif.com, who donated $15million.
Five things that make a great suit
In this guest posting, Gareth Collins argues that the role of a great account manager is to make the work betterI’m surprised at how many suits I meet who don’t know their role in the advertising business. The question ‘what does an advertising account manager or director do?’ is frequently met with answers such as project manager, relationship manager, plate spinner or go between … and those are the nice ones.
Success is judged on the ability to manage a process, be strong administratively and get stuff done. And while a good suit needs to do all of these things brilliantly, if these are the traits that define a great suit, then I’m in the wrong job.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
The top seven...most patronising pieces of communication
Sometimes brands have big ideas. Sometimes marketers get so caught up with a grandiose idea that instead of finding engaging ways to sell breakfast cereal, they start to believe their own rhetoric. And sometimes it’s just lazy marketing. Here are my top seven inadvertently patronising pieces of communication…
1) Last night thousands of women gathered in Sydney’s Centennial Park to take part in She Runs the Night, an event created by Nike.
AdNews joins the video party
Obviously Dr Mumbo hates to steal anyone’s thunder, particularly when it belongs to a rival.
But as it’s hidden away on YouTube, and AdNews has been too shy to announce it yet, Dr Mumbo is delighted to reveal that the trade title is getting into the video game.
As you’ll see, the trade title’s first episode of the somewhat grandiosely named “Influencers” contains an interview with Nine boss David Gyngell by journo Paul McIntyre, who also writes for the Sydney Morning Herald.
Presumably it will feature on AdNews’ funky new website which is rumoured to be launching any day now. (Update: It launched ealier today – see the comment below for more details)
Subscribers to the print edition of AdNews may feel a slight sense of deja vu though. Gyngell’s comments appear in a profile of him the magazine carried last week.
February 17th, 2010 at 5:57 pm
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Comments
18 Feb 10
8:15 am
Nice wobbly camera. And nice ad for Nine. Did they actually ask any questions?
18 Feb 10
9:16 am
Wow, you’ve got some MAd SkILLZ there Tim, hacking into AdNews account… well done!!
18 Feb 10
12:02 pm
Hi Woah,
No hacking involved – they published it on their own YouTube channel. Accidentally, I suspect, as they have now reset it as a private video.
Cheers,
Tim – Mumbrella
18 Feb 10
12:48 pm
Sorry to spoil the dig at your 80 odd year old competitor but the new look adnews website looks slick and is chokkers full of content. They may have been slow off the blocks with digital but I wouldn’t like to be in your shoes taking them on now.
18 Feb 10
12:54 pm
Hey Mumbo Dumbo, this is very interesting…thank you. Wow, great to see AdNews delivering the online goods….that is the best industry website by a country mile. The video style and no nonsense approach gets you involved, as everyone has limited time. (I’m afraid the Mumbo one is far too long and sleepy.)
Don’t think your bottom feeding journalist tactics are a good look and to be honest, Harto was right …. can you also rid yourself of that sickly pommy pathetic sarcasm in your tone…this is Australia old dog, get with it or get out…..
I sense you are worried sick about AdNews fire online….you can tell.
18 Feb 10
1:20 pm
For those tired Mumbo users check out
http://www.adnews.com.au
Ed Charles (ex editor AdNews) will eat Tim for breakfast!
18 Feb 10
1:27 pm
Pamela, with prejudice like this: “… this is Australia old dog, get with it or get out …” who needs Pauline Hanson?
18 Feb 10
1:45 pm
AdNews aside… I have just recently discovered Dr. Mumbo. I have to say, it is comparable to pulling teeth sitting and listening to your voice!
18 Feb 10
1:47 pm
Excellent astroturfing, AdNews team.
You’ve just messed up what could have been quite a good launch with your poisonous/ racist comments.
I just posted a comment on their site asking how they’ve got comments purporting to come from the public that are dated two days ago – before the site was live. They deleted the comment…
18 Feb 10
1:55 pm
C’mon Yaffa, this is just childish.
And surely you can do better than “Malcolm” and “Pamela” …
18 Feb 10
1:57 pm
This site is starting to sound like the Daily Telegraph of the newspaper industry. I guess it is a great thing that AdNews is lifting their game so now we actually have an option!
18 Feb 10
2:02 pm
For what it’s worth, I suspect the above comments come from a single person only. The AdNews guys I’ve met are a nice group of people who enjoy a bit of banter and healthy competition
I wish them luck with the site. It looks good, and kudos to whoever the team behind the design is.
Personally, I’m also really pleased that they are diving into online video. It needs more than one player to prove a business model, and it’s great to think that there will be somebody else in the market who will now be talking about it.
Cheers,
Tim – Mumbrella
18 Feb 10
2:08 pm
Hey observer 2.0 guess who put 2 & 2 together and came up with half a dozen? Not a Yaffa employee my friend. Just someone who is concerned that perhaps our only source of information in the future may come from 10 cent operations like this one. You can’t love all the big media heavyweights but if the alternative is sites like mumbrella (who let’s face it, can’t survive without them) we will be a lot worse off.
18 Feb 10
2:13 pm
And yet, Malcolm, you were posting about this within moments of the AdNews site being live, and you seem very well informed about Ed Charles. How did you know about that?
18 Feb 10
2:26 pm
I’m nothing to do with AdNews and I’m not racist either…just educated about the Brits because I AM British!
18 Feb 10
2:44 pm
Ah yes, the old “I’m not racist but…”
And of course you’re British, Pamela/ Malcolm… of course you are.
18 Feb 10
9:07 pm
They’ve not provided anywhere to comment about their new site, so I’ll do it here instead…
Good things: Well it’s better than the old one, and there’s less stuff you need to register for.
Bad things: The comments lok a bit fake. The podcasts on their home page are about six months old. My copy of their email arrived after 6pm. Not much good.
18 Feb 10
9:08 pm
PS: “Pamela & Malcolm”, shared IP address = Patsy & Michael?
(Update from Mumbrella: Michael Lynch assures us that this is not the case)
18 Feb 10
9:22 pm
I’m impressed by the new AdNews site – so far, so good – and I don’t believe that it’s their doing that there are silly and crass trolls operating here.
I may be wrong – it’s happened before – but I think a healthy sign of capitalism working as the good lord* intended is that there is robust competition in place.
Go forth, say I, and I look forward to watching the competition in action.
Pass the popcorn….
*Beelzebub
22 Feb 10
9:30 am
Malcolm? Rog? Michael? I am my own person. You talking to a babe-a-rella MC and a fly code-monkey.
Yo forgot to fact-check my rack-set.
Yo yo yo check my flow….
—
Mumbo Jumbo thinks he’s Colombo,
Tries to rumble,
Watch him stumble,
I.P?
I pee on you!
I.P?
And here’s a Number 2!
Sneaky freaky fella ella ella hey hey hey
He’s got a leaky umbr-ella ella ella hey hey hey
Oh baby it’s raining raining…
——–
Yo Tim! Dissociate your own personality…
All hail MC Woah!
22 Feb 10
10:01 am
You put your case very well, MC Woah…
Cheers,
Tim – Mumbrella
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