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Opinion
The keyboard warrior of Twitter
In this guest post, NBN staffer Scott Rhodie writes an unofficial, personal view on his experience with a hostile Twitter critic.Last night I had a strange incident. While on Twitter I noticed someone saying that Australia’s NBN is already outdated. I wrote a small note back explaining they were incorrect.
And their response? The lovely gentleman (whose Twitter profile says: ‘Father of 5 kids, Loving Grandfather of 10 Grandchildren,and 2 Great Granddaughters. love to give heaps to Pollies and Poofters’) said to me: “Go and lick Gillards C*** out U commie Prick”
What's in a name?
In this guest post, Moensie Rossier wonders about the power of names for brands and marketers.
Brands have been having a bit of fun with names lately, not to mention a fair bit of success. Interbrand just named a headhunting firm Cloak & Dagger. And ‘Share a Coke’ showed how much power there is in a name.
The Coke campaign effectively short-circuited the usual mechanics of communication. It undoubtedly stroked people’s egos. But, I believe, its success stems from the fact that it directly and automatically affected people’s behaviour, rather than doing so indirectly by shaping attitudes.
Best ads from Super Bowl 2012
The Super Bowl is all done and a team from North America won. But as well as some sort of sporting event, it’s the world’s biggest advertising showcase. See the best of them right here… and please tell us what you think.
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.
Cherry Picked latest to target Sydney fun-seekers
Cherry Picked is the latest online lifestyle media brand to target Sydneysiders.
The launch puts it in roughly the same space occupied by other independent sites such as Sydney’s Daily Addict and Daily Sydney.
It is the work of Felicity McVay, who previously worked in the USA for FremantleMedia as director of sponsorship and live events.
A website backed with a daily email, Cherry Picked targets 18 to 39-year-old women with what it describes as a blend of “the best of Sydney food, fashion, fun, trends & deals”.
McVay said: “On my return to Australia, I saw a gap in the market for an online, boutique publication targeting young professionals with the goal of keeping them up to date on the latest and greatest happenings in and around the city.”
Online lifestyle guides are becoming increasingly competitive in the city, with Time Out Sydney, which launched more than two years ago, steadly ramping up its online presence too.
March 15th, 2010 at 1:01 pm
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Comments
15 Mar 10
4:07 pm
She saw a gap on the Market? Did she not visit a newsstand or use google!
15 Mar 10
4:12 pm
Good idea, however the site really needs some work, to me it looks like some free or cheap theme.
15 Mar 10
4:25 pm
Um, not so sure that there’s a gap in the market. Daily Addict does a great job for us gals!
And no mention of Concrete Playground? It is new but is running circles around Time Out. http://concreteplayground.com.au
15 Mar 10
4:26 pm
Good point Andrew
Cheap wordpress theme. Seems Daily Addict and Daily Sydney are the same.
Must be a slow news day!
15 Mar 10
4:36 pm
OMG look at the length of the girl’s neck. Tyra Banks would love her!
15 Mar 10
5:05 pm
No mention of thiswayin.com.au either??
15 Mar 10
5:20 pm
heaps original……
15 Mar 10
5:25 pm
illustrations give it a dailycandy.com feel to it.
15 Mar 10
5:30 pm
poor (wo)man’s daily addict in my opinion
15 Mar 10
5:51 pm
For all those readers not in Sydney http://www.dailymelbourne.com/ is doing a great job in Melbourne.
15 Mar 10
6:00 pm
truth is there is a gap … there’s a heap of average sites trying to cater for this audience. trust is most of them get most of their traffic from SEO and not much from loyal traffic. so – yes … there must be an opportunity to become a trusted advisor to this audience.
problem is, i can’t see this site filling the gap.
remember people. a good idea isn’t enough. good execution is just as important and i don’t think sites like thiswayin, daily addict, concrete playground do much more than present a nice concept … not a compelling product.
15 Mar 10
6:02 pm
Sounds like Daily Candy (also from the USA) to me!!
http://www.dailycandy.com
16 Mar 10
12:00 am
Definitely is a Daily Candy copy-cat. As is Daily Addict! Nothing wrong with that though. The gap that these look to fill is in targeted content pushed to an engaged lifestyle oriented subscriber base on a daily basis. Therefore, granular and accurate user data for advertisers versus heavily diluted not so trustworthy users from the Goog and others.
http://www.TheAgendaDaily.com is another copycat in Melbourne and Sydney and launched last week.
16 Mar 10
9:26 am
http://www.twothousand.com.au http://www.threethousand.com.au et al have been doing it much better for many years already.
16 Mar 10
11:14 am
Copycat is a bit of a strong term. If there’s already a magazine in the marketplace and another one launches – does it make it a copycat? Not sure about Cherry Picked yet, they are new and need to earn their reader’s trust and interest.
Been following http://www.dailyaddict.com.au for around two years plus now. I’ve been a Sydney resident all my life and it’s given me plenty of inspiration and different experiences that’s relevant to me as a Sydneysider who was once “bored” of Sydney.
17 Mar 10
1:58 pm
It doesn’t seem that there is a gap in the market!
Of all the above Time Out is the only credible choice for advertisers as we are the only one audited by Nielsen and with a Green Tick from Audit Bureaux of Australia.
http://www.timeoutsydney.com.a.....ising.aspx
18 Mar 10
2:29 pm
Blow my own trumpet time…
I while ago I was amazed at just how hard it was to find something to do in Sydney – entertainment information was scattered across numerous sites and event listing websites were difficult to navigate and had too much advertising to wade through.
I just wanted to know what was on “tonight” so an idea was born…
http://www.nextsevendays.com.au
No editorial, no reviews or opinions – just a list of what is on displayed in an easy to use way.
Horn blowing over…
18 Mar 10
11:20 pm
Wow did Julian Peterson, who works at Time Out, really just write that?!?
(edited by Mumbrella for offensive tone)
Your site navigation is lame too
18 Mar 10
11:26 pm
Thanks Bryce, intelligent and worthwhile insight.
Anyway, our content is the best and we are the only one whose figures advertisers can check with an audit so that puts us not just in touch but ahead.
19 Mar 10
9:50 am
You do sound quite defensive there, Bryce.
Why would anybody have a problem with Time Out pointing out that it’s the only one in its category to be audited?
Cheers,
Tim – Mumbrella
19 Mar 10
9:59 am
Didn’t know Nielsen recorded “sweet FA” as a stat.
19 Mar 10
10:15 am
Go on then, Julian…
You’ve now got a one-off licence to spruik your numbers…
Cheers,
Tim – Mumbrella
19 Mar 10
11:07 am
Thanks Tim,
SUMMARY
Sydney’s most respected arts, entertainment, nightlife and food website.
Niche website – relevant advertising is not even viewed as advertising.
No wasted page impressions – highly targeted towards a free spending, active & social Sydney user.
AUDITED
The site is audited by Nielsen.
We have a green tick from Audit Bureaux of Australia.
We do not practice any disgraceful auto-refresh trickery.
http://mumbrella.com.au/peace-.....ites-16289
MONTHLY STATISTICS
Page impressions
558,000 including international (Omniture)
475,049 domestic (Nielsen)
Monthly unique users
183,351 including international (Omniture)
WEEKLY NEWSLETTER
Users sign up for the weekly newsletter and take notice when it arrives.
Active subscribers 26,000+
Opening rate 30%+ eg 33.37% on 26 November 2009
Click Thru Rate 40%+ eg 42.95% on 26 November 2009
BANNER CLICK THRU RATES
A recent ‘Valentine’s Day’ leaderboard campaign over 20 days on Time Out achieved:
CTR of up to 6 times the industry average.
Even on the worst day, double the industry average.
On every other day save for one they achieved 3 times industry average.
CONTENT SYNDICATION
Time Out’s extensive Event and Venue information can be automatically or manually fed to suitable partner sites at very reasonable cost.
Eg BresicWhitney
http://www.bresicwhitney.com.a.....0Point#top
MOBILE AND IPHONE APPLICATIONS
Our data can be used for mobile or iPhone applications in a similar way to content syndication – we can prepare specific files of venues or events eg Bars or Restaurants.
Time Out will shortly launch an iPhone application in Sydney and are looking for suitable partners for this project.
As an example, the Time Out London iPhone application can be downloaded for free:
http://itunes.apple.com/uk/app.....345010376#
19 Mar 10
11:22 am
Thanks , Julian.
Cheers,
Tim – Mumbrella
22 Mar 10
9:47 pm
Julian- pull your head in a little mate. No offence, but there no need to bag other people on this list, including us.
“Our content is the best and we are the only credible choice for advertisers.”
I believe that would be a matter of your own opinion. No need to try to shove it down everyone else’s throats.
Oh..and you forgot something on your sales spiel above. Shouldn’t you tell your advertisers that get about a 7% share of voice for a banner on your HP. I count 13 banners on there. Not cluttered at all mate!
All the best. Hope the new owners and sorting things out
22 Mar 10
10:53 pm
No offence taken Riley and none intended either of course.
Measurement is important online – an audit is the logical and obvious progression of that.
And whilst all the other sites mentioned above are awesome, none, as far as I know, are audited.
In this context, it is a fair point to make.
Finally, our Click Through Rates are also awesome too.
1 Apr 10
12:32 pm
Audit Bureaux of Australia – Audited Publishers with Numbers You Can Trust:
http://www.auditbureau.org.au/webauditmembers.php
Surprisingly few on that list.
1 Apr 10
1:40 pm
You can add another 20 new sites to that members list, including Nova/DMG Radio, Allure Media and MCM Entertainment. More than 115 audited sites across 29 different publishers (in less than 6 mths since launch) demonstrates a significant groundswell of support from publishers who wish to distance themselves from publishers still using inflated figures and set a new standard in the AU online industry.
1 Apr 10
1:46 pm
Alexx – good point.
Can you post again when the list is up to date?
1 Apr 10
3:07 pm
Good to see more sites being audited.
Wonder when fairfax, news, ninemsn, telstra etc will face the inevitable?