Global publisher association boss: traditional and new media are two ends of a burning rope

Earl WilkinsonThis week more than 500 of world’s top newspaper executives converged- in New York for the International News Media Association (INMA) World Congress. Nic Christensen sat down with executive director Earl Wilkinson to talk about the organisation and the challenges facing his members globally. 

You mentioned in your statements to the World Congress that paywalls are a decreasing priority for your members, branded content has been a big focus of the 2015 Congress – from your perspective what is top of the agenda for publishers when it comes to revenue question?  Read more »

The Washington Post’s new revenue streams – a model for other publishers?

Ross Dawson

The Washington Post has outlined some of its new revenue streams and how it is changing the business model under the guidance of Jeff Bezos. Ross Dawson asks if it sets a model for other publishers.

The opening INMA World Congress keynote on the second day was from Steve Hills, president of the Washington Post, who spoke about the state of publisher’s business, since its acquisition in October 2013 by founder Jeff Bezos.

He shared some fascinating insights that are highly relevant to any news publisher looking to create the future. Read more »

Not all corporate tax avoiders will be snared by new rules

kerrie sadiqIn this cross-posting from The Conversation Kerrie Sadiq of the Queensland University of Technology questions what effect new rules to stop multinational companies avoiding tax will have in effect.

Joe Hockey’s budget announcement of two major tax integrity measures was flagged before the budget was handed down, but even that came as no surprise. Integrity, or lack thereof, in our tax system is a hot topic and an easy target for a Treasurer looking to sell a federal budget. Read more »

Measurement is ruining your relationship with consumers

jorn sandaIn this opinion piece Jörn Sanda argues the focus on measuring everything is ruining relationships between consumers and brands.

The Devil doesn’t come dressed in a red cape, sporting pointy horns. He comes in everything you measured for.

Brands are failing their potential by measuring marketing, sales, reputation, customer experience, support, etc – as thinking defined by these terms drives a wedge between consumers and brands. Read more »

Why no one watched your branded video

jamie crickThe majority of brand funded videos only draw a handful of viewers. Jamie Crick argues marketers are failing to take a very basic principle into account when drawing up their plans. 

Asked to name two marketing growth areas, many would pick online video and content marketing.

Both ultimately owe their ascent to the bandwidth improvements that are shifting consumer demand away from scheduled programming – and they’re coming together as never before now that the SVOD market has reached a level of maturity in Australia. Read more »

What should you be asking potential ad tech partners?

jj eastwoodWith so many ad tech solutions promising different things JJ Eastwood looks at some of the questions clients should be asking when looking to find what’s right for them.

Whether we like it or not, the way that media is bought and sold in this country is transforming at an unprecedented rate. And with it, innovation in the advertising ecosystem is bringing a huge range of new opportunities for brands, marketers and agencies.

For the most part media buyers, both agency side and client side, are embracing this change. Any conference billed as ‘programmatic’ sells out immediately, and a slew of so-called ‘experts’ are popping up everywhere to add their opinion. Read more »

Can Masterchef’s success help Ten cook the books?

Last night’s ratings win for Masterchef was a very important moment for Network Ten argues Mumbrella editor Alex Hayes.

It’s become something of a morning ritual to write a ratings report with news of a returning franchise showing dwindling audiences. So for Masterchef to not only win the night, but also boost its launch audience by 44 per cent, is deeply impressive.

Especially given the brutal competition from Seven and Nine, who both took a leaf out of Ten’s book by simulcast their new reality shows House Rules and Reno Rumble on their multichannels. Read more »

As YouTube’s cultural significance builds in Australia so will its ad dollars

Last week Google outlined its plans for YouTube at a huge Brandcast event. DentsuAegis’ Paul Brooks was in the crowd at Maddison Square Gardens and dissects what the future holds for the world’s largest video platform. 

It would be hard to find anyone that wasn’t impressed with the 2015 US Brandcast event in New York. YouTube celebrated its tenth birthday with a very clear pitch to US media buyers and advertisers in New York. It was about scale, it was about headlines, mobile, engagement, fame and above all a very clear play for a larger slice of the $189bn advertising pie. Read more »

Time for Finkelstein? Australians need to rewind the media policy machine

bruce baer-arnoldIn this cross-posting from The Conversation Bruce Baer Arnold of the University of Canberra argues the government needs to revisit the Finkelstein Report as a guide to help overhaul media regulation.

As Australia drifts between national elections it is time, once again, to ask some hard questions about media policy. Those questions should be asked and answered by all Australians rather than just by Malcolm Turnbull, Rupert Murdoch, Bill Shorten, Kerry Stokes, Bruce Gyngell and Tony Abbott.

A guide is provided by the Finkelstein Report, a victim of political opportunism and ALP infighting. Read more »

Are Aussie publishers prepared for the invasion of the global hordes?

Nic ChristensenLast week some of the biggest digital players in the world presented their content and monetisation strategies to advertisers in New York. Nic Christensen sat through many of those Newfront presentations and fears many local media players aren’t ready to compete in the global race for scale and audience.       

If I was to distill the most pertinent question for the Australian market from the dozen or so presentations I sat through last week at the IAB Digital Newfronts in New York it would be this: are our local publishers able and willing to “lean in” to video and embrace it as a core part of their future businesses? Read more »

How Much Is It Worth?

howmuch_220x150-234x160Ever wondered what the real price of media is? Our weekly spot How Much Is It Worth reveals both the ratecard price and what agencies really pay for it. 

This week’s How Much Is It Worth asks how much did it cost to buy: a 30-second spot in Sunday Night; a page in a royal baby special edition; a pre-roll ad in Ten’s Shark Tank; an ad before the new Mad Max film; securing Iggy Azalea as a brand ambassador. Read more »

Australia is a test ground admits AOL’s international boss

Graham MoyseyOnline giant AOL is expanding its footprint in Australia with the launch of HuffPo and its programmatic platforms locally. Head of AOL International Graham Moysey sat down with Nic Christensen to talk about the future of video, its partnership with Fairfax Media and how the company is using Australia as a testing ground for its ad sales plans. 

Where are things up to with the Huffington Post Australia? Read more »

Confusopoly: Why companies are motivated to deliberately confuse

Kenan KalaycıIn this cross-posting from The Conversation Kenan Kalaycı of the University of Queensland argues the companies which simplify their messaging and products will win with customers.

Consumers today have easy access to a wide range of products and services. The task of choosing between hundreds of products or packages each having dozens of different fees however, is the opposite of easy. Read more »

Media has no need to dramatise an event that is already fuelled with drama

steve jones headshotDistressing images of coffins being delivered to an Indonesian prison, crosses being made and details of the execution process for nine drug smugglers awaiting the firing squad are gratuitous and tasteless, argues Mumbrella’s Steve Jones.

Overnight we received an email with the subject line: “Offering pics about execution /Death convicts in Nusakambangan Island”, with some examples of the photographer’s work.

“For me these are premium Images and only me and one other print media who take the crosses making,” said the man who had taken the photos showing the names of Bali nine ringleaders Andrew Chan and Myuran Sukumaran being painted on their grave markers.

Certainly most of the Australian media shares the view these ghoulish shots are premium inventory, revelling in every moment leading up to the almost inevitable end to the saga, their death by firing squad.

Read more »

What I’ve learned 90 days into life as a marketing management consultant

David AngellIn this opinion piece David Angell takes a candid look at his first three months as an industry consultant after many years working in media agencies.

Here’s an interesting thing: when I privately announced to selected colleagues my decision to enter the world of ‘consultancy’, the reaction I had was…well, to use a polite cliché – mixed.

Read more »

How Much Is It Worth?

howmuch_220x150-234x160Ever wondered what the real price of media is? Our weekly spot How Much Is It Worth reveals both the ratecard price and what agencies really pay for it. 

This week’s How Much Is It Worth asks how much did it cost to take out: the main ad on the homepage of the Bureau of Meteorology website during this week of wild weather; how much the strategic placement by NRMA Insurance on the second page of the Daily Telegraph in the aftermath of the storms; a product placement deal on Masterchef; a half page ad in the Saturday Paper; and a live read by Sydney/soon-to-be Brisbane Breakfast shock jock Alan Jones?

Read more »

The Apple Watch launch carries a lot of lessons in user experience

luke brownYou might not have the marketing budgets of Apple but Luke Brown argues there is no reason every brand can’t learn lessons from its focus on user experience.

With all the hype surrounding the launch of the Apple Watch there’s some lessons that all marketers can take out from Apple’s grip on brand experience.

And before you roll your eyes and utter, but we’re not Apple we don’t [insert size, budget, boring product excuse here], every brand can afford to take a good look in the mirror to see if it’s keeping pace with customer expectations. Read more »

Who will buy the Apple Watch and when?

rob marstonThe Apple Watch has gained a lot of attention since it was announced late last year. In this guest post Rob Marston unpacks who will buy it and what that means for marketers. 

Today Apple has again launched an oxymoron – a watch that is less about time-telling and more about communicating, just as the iPhone is less about calling and more about apps, taking selfies, texting with emoticons and snap chatting your latest latte. But the Apple Watch will change the humble watch and it will change tech gadgetry for a whole sweep of demographics over time. Read more »

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