-
Opinion | Features
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.
TV audience measurement – why big isn’t always beautiful
In this guest post, Chris Walton argues that the media industry needs to take a new approach to TV tradingThere has been a significant amount of coverage recently about how successful The Voice has been. Indeed, audience figures of 2.6m+ people are very impressive these days. Based on reports, this is apparently double the size of audience that Nine was hoping for in the lead up to the programme launching.
Sydney radio ratings: Kyle and Jackie O sees further slip
Kyle and Jackie O’s ratings continue to slide in the Sydney market for the third consecutive radio survey, according to Nielsen.
The show has seen a decline from 11.2% in survey eight of 2011 to 10.1% in the first survey of 2012, to 9.7% in the latest round of rating from January to March
However the show remains a strong performer in the Sydney market despite the backlash over November’s controversy that saw Kyle Sandilands call a journalist a “fat slag” and “piece of shit.”
As the Australian Communications and Media Authority today announces its proposed licensing restrictions on the 2Day FM network, the radio show remains at the top of the battle for breakfast in the commercial FM market.
Hungry Jack’s launches ‘one of the cheapest TVCs ever created’ to bring back Stunner deal
Clemenger BBDO Sydney is behind a new campaign for Hungry Jack’s ‘Stunner’ deal, each part of which was made for $5, the agency is claiming.
Clems account director Justin Cox said that discount website Fiverr.com was the inspiration for the campaign.
“Fiverr.com attracts thousands of people from around the world who are willing to do weird and wonderful things for only $5. It could arguably be one of the most cost-effective TVCs ever created, with everything from the voice-over artist, stunt work, animation and various talent costing no more than $5 each,” he said.
MasterCard appoints Origin as Australian PR agency
After launching a PR pitch in December last year, MasterCard has appointed Origin Agency as its Australian PR agency, displacing incumbent PPR.
A spokesperson for MasterCard said: “We have worked with PPR for over seven years, and they’ve done some great work over that time. As a company over that time period the gaps you need to fill change over time. We felt we needed to go to market and find that out.”
Lawyer complains Carlton Draught ad implies ‘It’s unmanly to wash after urinating’
An outdoor ad for Carlton Draught has drawn a complaint to the advertising watchdog because it tries to persuade men that it is unmanly to wash their hands after going to the toilet.
The billboard, located at the corner of Victoria Road and Robert Street in Rozelle, Sydney, reads ‘The Carlton Draught Tap. The only tap men use at the pub’.
The complaint, made by a 40-something male lawyer, reads: “The advertising message implies that men, real or otherwise, do not wash their hands when they are at the pub, or that it is unmanly to do so.”
Brisbane radio ratings: ABC puts squeeze on tight market
ABC Brisbane put the pressure on Brisbane’s tightly fought commercial radio market, registering the biggest increase in weekday listeners in the latest round of ratings from Nielsen.
ABC612 rose from 11% to 11.9% share, cementing its second spot behind market leader Australian Radio Network’s 97.3FM, which did not budge.
In the battle for third spot, B105 leapfrogged Nova106.9 while Triple M sits in fifth.
Adelaide radio ratings: 5AA leapfrogs Mix102.3 to claim weekday market lead
DMG’s FiveAA has leapfrogged the Adelaide radio market leader Mix102.3 in the weekday ratings from Nielsen.
FiveAA, which suffered the biggest fall in listeners in the last survey, increased its Monday to Friday ratings by more than any other station – up 1.1 percentage points – to overtake Mix102.3 and claim 13.4% of the weekday market.
However, Mix102.3 clings on to the mantle of Adelaide’s most popular station for the full week by 0.2% share – with 13.3% compared to FiveAA’s 13.1%. Read more »
Melbourne radio ratings: 3AW grows more dominant
Melbourne’s most popular radio station 3AW increased its share of listeners in the latest round of ratings from Nielsen.
The station piled on more listeners than any of its rivals, up two percentage points to 14.8% share, between January and March.
ARN’s Mix101.1 was the biggest faller, down from 7.3% to 5.7% share. Mix’s heavily promoted all-female breakfast show with Jane Hall and Chrissie Swan fell back slightly, down by less than on percentage point in the crucial 5.30am to 9am breakfast slot.
Sandilands breached radio code, rules media watchdog
Australia’s media watchdog has ruled that 2Day FM’s Kyle Sandilands breached the radio code of practice when he labelled News Limited journalist Alison Stephenson “a piece of shit” over her coverage of his widely panned television show. The Australian Communications and Media Authority said he breached clause 1.3a of the code, which covers standards of decency.
The attack on Stephenson came on November 22. Sandilands launched into the attack shortly after going to air.
Talking about the TV show, which it emerged a couple of hours later had suffered disastrous ratings, Sandilands told listeners:
“Some fat slag on news.com.au has already branded it a disaster. You can tell by reading the article that she just hates us and has always hated us. What a fat bitter thing you are. You’re deputy editor of an online thing. You’ve got a nothing job anyway. You’re a piece of shit.
“This low thing, Alison Stephenson, deputy editor of news.com.au online. You’re supposed to be impartial, you little troll. You’re a bullshit artist, girl. You should be fired from your job. Your hair’s very 90s. And your blouse. You haven’t got that much titty to be having that low cut a blouse. Watch your mouth or I’ll hunt you down.”
Sandilands’ comments sparked a furore, with a string of sponsors and advertisers withdrawing from the show and from parent company Southern Cross Austereo.
Seven’s Monday roadblock continues, Breakfast pulls in just 32,000 for Ten
The Seven Monday roadblock continued last night, with the two biggest TV hits of the year so far – My Kitchen Rules and Revenge – taking 1.9m and 1.8m, respectively.
Seven was even more dominant in the 16-39 demographic, with two episodes of How I Met Your Mother, MKR and Revenge camped in the top four most-watched shows of the night in that demo.
Ten’s new early morning show Breakfast continues to struggle, rating with just 32,000 yesterday, while Nine’s Today pulled in 337,000 and market leader Sunrise rated with 398,000.
The Hunger Games storms to $9m at weekend box office
Following on from a huge opening day on Thursday, The Hunger Games has completed the opening weekend on top, grossing $9m.
Australia offered the adaptation of the Suzanne Collins novel the biggest opening outside of the USA, ahead of the UK’s $7m and Russia’s $6.2m.
Opening across 471 screens nationally, the film took an average of $19,218 per screen, according to the Motion Pictures Distributors Association of Australia.
Allan Bruty takes strategy role at Cutting Edge
Production house Cutting Edge has appointed Allan Bruty from Redbox Digital as head of strategic development and innovation.
Bruty’s brief is to grow the business across digital distribution and multiplatform streams across the region.
He joins from Redbox Digital where he was client services director.
Telstra and Droga5 back James Cameron deep sea exploration project
Ad agency Droga5 and its client Telstra are behind an exploration of the deepest part of the ocean by director James Cameron.
According to a press release from Droga, the agency put client Telstra in touch with Cameron’s team, and the telco is to provide the technology to stream images of the exploration, which will take place in the Mariana Trench in the Western Pacific.
The press release from Droga5: Read more »
Rebel Wilson sitcom gets help from Friends producers
An Australian writer/actress has had former Friends executive producers get on board her US sitcom pilot, according to reports.
Rebel Wilson’s sitcom for CBS, Super Fun Night, green lit in January, will be executive produced by US TV veterans Andrew Reich and Ted Cohen for the pilot with an option to stay on should the series get picked up, Deadline is reporting.
Wilson, who featured in A Few Best Men, Bridesmaids as well as Paul Fenech’s Pizza, wrote the script and will star as Kimmie, one of three nerdy female friends who are looking for a fun night every Friday night.
Loser rates below 1m on stronger Sunday for Ten
The move to the new Sunday night time slot failed to lift The Biggest Loser’s audience above the million mark for Ten.
The weigh in and elimination episode was watched by 971,000 viewers across metro audiences.
Ten’s updated Super Sunday combination didn’t land a single show in the top five most viewed shows. However, the channel achieved a strong showing in the key advertising audiences of 16-39 and 18-49 year olds.
According to Ten, last night saw an increase of 67.1% in share of the 18-49 audience above its year-to-date average, thanks to key shows Modern Family, Castle, New Girl and Homeland.
The network also recorded a rare share triumph over Nine, with a five-city share of 18.2% compared to Nine’s 16.9%.
Jungleboys produces six-part series This Christmas for ABC1
Commercials production company Jungleboys is producing its first major TV series.
Production on This Christmas, a six-part 30-minute comedy series to run on ABC1 in the run up to December, begins in Sydney this week.
The idea for the show is based on the dysfunctional Moody family at Christmas, with each episode set a year apart when Dan – played by Paper Giants actor Ian Meadows – visits home.
The show is being directed by Trent O’Donnell, of The Chaser’s fame, produced by Andy Walker and Phil Lloyd, who is also starring in the show.
Ad ‘rorts’ via ‘contrived’ page impressions to be debated at Mumbrella360
The death of online display advertising will be debated at this year’s Mumbrella360, in the next session to be announced for the June conference.
Peterson
Hughes
Andrew Hughes, director of SEO at Mediabrands’ search operation Reprise Media, and Julian Peterson, sales and marketing director of customer acquisition company Dianomi will argue that performance advertising – where advertisers pay based on actual results – holds all the cards.
Lomas
Hodges
Meanwhile Nic Hodges, head of innovation and technology at media agency Mediacom, and Marc Lomas, from online trading platform Cadreon will argue in defence of online display.
The debate is a timely one with prices for online advertising under downwards pressure and the number of impressions delivered growing.
The session was selected via Mumbrella’s callout for curated sessions. Dianomi’s proposal argued that “Buying display ads by CPM is becoming increasingly wasteful as publishers continue to rort advertisers with contrived page impressions.”
Other curated sessions announced last week include scientific research on what makes videos go viral, followed by an attempt live on stage to shoot and upload a viral video in 45 minutes. A further session will examine the link between Twitter and journalism. Read more »
Steve Doherty takes charge at Y&R Group Melbourne
Steve Doherty, national business director at Y&R Brands Melbourne, has been promoted to MD of Y&R Group Melbourne.
Doherty will now control GPY&R, Ideaworks and VML, which launched in Sydney in February and is set for roll out in Melbourne.
The appointment completes a national restructure at the WPP agency that saw Naseema Sparks shift from Ideaworks to helm the Sydney group, and the return of Sydney MD Phil McDonald to Brisbane to run the Queensland operation.
Jessica Harris fills corp comms role at SBS
SBS has appointed a new corporate communications manager.
Jessica Harris, most recently senior media advisor to Federal Minister for Sustainability, Environment, Water, Population and Communities Tony Burke, starts at the broadcaster today.
She replaces Jane McMillan, who moved to Melbourne to take on a government relations role for Australia Post at the end of February.
-
-
Follow Us
-
Email Newsletter
Latest Jobs- Outdoor- Acct Manager $100-$130k - Syd
- Sunglass Hut Brand Marketing Manager - 6 month Contract - North Ryde -Sydney NSW
- TV ACCOUNT Manager - Syd
- Digital Manager – Diverse role at top media agency - Sydney
- Digital Manager – Diverse role at top media agency - Sydney
- Account Managers - $60-$85k - Syd
- Account Director - Pyrmont
- Senior Account Manager - Account Director - PR Agency - Edgecliff
- Account Manager- Shopper/Promotional Marketing - Sydney
- Account Director – Promotional - Shopper Marketing - Sydney
